UKIE launching PEGI awareness campaign Control.Collaborate.Create

Drive to raise parental awareness to coincide with ratings becoming law

UKIE is launching a campaign to raise parental awareness of PEGI ratings in an attempt to grow trust of the system as it becomes a legal requirement for retailers.

The much-delayed legislation is currently expected to become law at the end of July, although a concrete date has yet to be established.

The campaign, known as Control.Collaborate.Create, is an attempt to take the initiative on ratings issues, educating both players and parents on the potential risks of mature games and what content may be appropriate. Helping to promote the scheme is Andy Robertson, who runs family-centred YouTube channel Family Gamer TV and writes the Geek Dad column for Wired.

"Working with Ukie on and the Control.Collaborate.Create. campaign is an excellent opportunity to broaden how video games are perceived," says Robertson. "Through videos, blogs and reviews askaboutgames will engage families of all shapes and sizes with information and tools to better understand and get more from the games they play."

Another aspect of the scheme is to promote games as a collaborative group activity which can enjoyed by families, changing the perception of it as a isolationist pursuit.UKIE's askaboutgames website, which has been somewhat dormant, will be relaunched with new content to support the plan's aims.

"We know games are played by more and more people every day but there continue to be myths about them and it can be confusing for parents to know what games their children should be playing and how they should be playing them," said UKIE CEO Jo Twist.

"That's why Ukie is creating the national Control. Collaborate. Create. campaign and re-launching the askaboutgames website, to promote tools like PEGI and to encourage people to have honest and open conversations about games, and how they can be enjoyed responsibly as part of our everyday entertainment experience."

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Latest comments (1)

Stephen Woollard Online Infrastructure Specialist, Electronic Arts7 years ago
First off, I think you have a typo in the second paragraph - "must-delayed"...?

Anyway, I think this is a good idea in principal, but will it get the attention it needs? My son, who is 6 going on 34, already understands the ratings system and knows that he's not allowed near Daddy's games because they're generally 18 rated (Rise of Nightmares for example) and that when he gets older he'll be able to play them. We even make a game of the ratings system - I know for example he's OK to play the Lego titles he loves, even though they're rated 7, but we often make a big deal about how he's not really old enough and we'll have to delete his 100% playthroughs and so on, and he in turn lectures his little sister that she can't play Burnout Paradise because it's 3+ and she's only 2 and so forth. I imagine most of the people with kids who visit this site or are in any way computer savvy do similar and use age ratings as a good yardstick of what titles may be suitable for their kids.

The problem is the parents who are not so savvy, or those who simply don't care. They're the ones who need this information, and they're also the ones least likely to see it. I'm reminded of a tale told to me by a friend who used to work in a certain High Street game retailer who refused to sell a copy of GTA to a child who was clearly underage. The child stormed off and came back 5 minutes later with his mum who bought it for him despite my friend doing his best to try to explain it wasn't really suitable and that it was, in his words, "rated 18 for many very good reasons".

Mum's response? "Oh I'm sure it'll be fine. It's only a silly video game, and if it keeps him quiet that's good enough for me..."
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