In the US this is likely a wildly high overestimate because a huge percentage of the population plays video games at least casually and it has a very large mindshare (if not necessarily daily use for everyone) in that domain.

Moving into things like sports and what we would've called the "general blogosphere" in 2010 quite rapidly too.

I kinda hate it since it's hard to discover, but at least Google can't direct a million bots to it either that easily yet...