PEGI app

Friday 17 December 2010 - London, United Kingdom – UKIE, the trade body for the UK’s video games and interactive entertainment industry welcomes the launch of a new PEGI app that will for the first time allow UK consumers to access age ratings and reviews for games in one place from their handheld devices.

The new free app has been created by PEGI S.A., the organisation that manages the pan-European age rating system for video game content, and it is available for iPhone/iPod Touch/iPad immediately, with an Android version launching soon.

The app allows consumers to browse the database of all the video games that have received a PEGI rating (+16,000 games) and get detailed information about the game and the type of content.

When looking up information about a game, the app not only provides the age rating and detailed advice about why a particular rating was given, but it is also possible to read reviews and see screenshots of the video game, provided by independent video games website Eurogamer.net.

The app features specific search filters to allow users to search per platform and/or age rating.

The age label clearly indicates the age suitability of a game. Content descriptors and specific consumer advice indicate the main reasons why a particular rating is given to a video game (eg. bad language, fear, violence, etc.). PEGI ratings consider the age suitability of a game, not the level of difficulty.

Download the free PEGI App here:

http://itunes.apple.com/be/app/pegi/id371439512?mt=8

Michael Rawlinson, Director General of UKIE, said, “UKIE welcomes the launch of this new app. For the first time UK consumers will be able access age ratings information alongside reviews of games from their hand held devices – giving them a fully informed picture of the content of a game before they buy it.”

“UKIE and the UK’s video games industry takes the health and wellbeing of consumers very seriously. That’s why we were instrumental in having PEGI introduced as the legal age ratings system for video games in the UK. We urge parents to use resources like this excellent new app to ensure that the games that they purchase contain suitable content for their children.”

Simon Little, MD of PEGI S.A.  says “Consumers across Europe should be able to make informed decisions when buying games for children or teenagers.”

“The PEGI app is designed to help them with clear information about the age rating and the game’s content at the point of purchase, at home or wherever they may be.”

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Contacts:

For all press enquiries, please contact the UKIE press office on T: +44 (0)20 7534 0582 or E: press@ukie.info

About UKIE

The Association for United Kingdom Interactive Entertainment or UKIE is a trade body that represents the whole of the UK’s video games and wider interactive entertainment industry. Founded in 1989 (and formerly known as ELSPA), UKIE’s membership includes games publishers, developers and the academic institutions that support the industry.

UKIE works with government to champion a range of issues including age ratings, education and skills, tax incentives and protecting intellectual property rights. It also works with the media to ensure true and accurate representation of the sector by raising awareness of the industry’s positive economic contribution and the societal benefits of gaming to policy makers, regulators and consumers.

One of UKIE’s key roles is to support its members by providing them with key market information, promoting careers and offering the business support services, training and best-practice knowledge to enable them to operate most effectively.

In addition, UKIE works with GfK Chart-Track to compile weekly, monthly and annual retail charts and sales reports for the UK market.