Of course, how we rate games has evolved as attitudes
and tastes change. For example, in 2021 the rating criteria were amended to ensure that stronger horror and gory images are now rated at PEGI 16, and earlier this year we adjusted the rating criteria for violence to permit more realistic types of violence to be allowed at PEGI 12 in more fantastical contexts - provided there’s no stronger detail such as blood. This was the result of feedback from parents and
teenagers, who felt that some games, such as those in certain superhero series or in sci-fi series like Star Wars, were being rated too harshly at PEGI 16. Away from traditional content
issues, such as violence and horror, the system has also evolved to give parents and carers more information about the wider context of play. For example, the introduction of icons indicating the presence of in-game purchases. The final measure of success
generated very rapidly and at large scale across the world. We work in partnership with
“The system has evolved to give parents and
has to be trust and recognition of the system and I’m pleased to say that recent research we commissioned showed that 84% of parents and carers always or sometimes follow PEGI ratings, while 86% of parents said they used PEGI ratings when purchasing games.
In an increasingly digital marketplace, how do you maintain visibility and authority? Obviously, the PEGI ratings are already very well known from their appearance on all boxed games. We’ve worked hard with industry and other partners to ensure that the PEGI ratings remain visible in an online context, including across digital console games and across many of the major app stores and digital storefronts. Because of the volume of content available digitally, it’s particularly important to ensure that ratings can be
carers more information about the wider context of play. For example, the introduction of icons indicating the presence of in-game purchases.”
age rating authorities across the world, including in North America, Australia, Brazil and South Korea, to ensure that the IARC rating tool continues to function effectively when generating digital ratings. As well as adjusting ratings, where necessary, the rating authorities also share information and work together to discuss improvements to the system. More storefronts continue to join the system. In terms of the visibility of
the ratings, the PEGI Code of Conduct – to which developers sign up - has played a key role in ensuring that our ratings remain visible beyond stores and digital storefronts. For example, games that
are rated under the system are obliged to carry information about PEGI ratings in a range of situations, such as on trailers and
in other forms of marketing. That’s why phrases such as the ‘PEGI 18’ spoken at the front of trailers has become such a trope for players. We also work to promote age ratings through our own
app and website, as well as
www.askaboutgames.com, in conjunction with Ukie, to ensure people have access to good information about games. The website and app not only tell you a game’s rating and content descriptors (eg violence, language) but also give a more detailed breakdown of game content. But overall, the best way to maintain authority is
through having a widely understood, trusted and understandable system. PEGI meets those criteria, and we think it is well set to do so in the future too.
What would you say was most misunderstood about the PEGI system and how it operates? I would say that the biggest misunderstanding is that PEGI is not really about age-gating content but about informing parents and carers so they can make their own decisions about what is right for their families. While PEGI, through a mixture of public research
and advice from experts, has evolved a sophisticated system to indicate what types of content are likely to be appropriate for different ages, we know that every child
October/November 2023 MCV/DEVELOP | 39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
