Got a Question About Ratings? Ask About Games Has the Answer

[fitbabits]

Have a look at this article (http://www.gamasutra.com/php-bin/news_index.php?story=7425) courtesy of Gamasutra (http://www.gamasutra.com).

A new website named askaboutgames.com (http://www.askaboutgames.com/) has been launched in the UK by industry body ELSPA (Entertainment and Leisure Software Publishers Association), in order to help parents understand the age ratings system used in the UK for video games.

The website explains both the voluntary European PEGI system and the mandatory BBFC system (the same used for cinema and DVDs in the UK) for more mature rated games. It has been created following research that highlighted the fact that parents in particular were confused about the system and how it applies to games.
While the gesture is a noble one, most (if not all) of the information can already be accessed by visiting the ELSPA (http://www.elspa.com)'s own website. What makes them think that parents are going to be more likely to visit Ask-About-Games than their own website?

[bKangy]

Advertising?

[NACIONAL]

What makes them think that parents are going to be more likely to visit Ask-About-Games than their own website?

maybe a nice website interface... and a betther url name?... (MAYBE?).. i don't really know

[Xaerin]

Parent's have an inherent disability meaning they physically can't type acronyms, it's just impossible if you have kids.

[Deadend]

They do not appear to go into detail on the games, pity on that. I know alot of parents would like to be able to view detailed information on why a game recived a rating, so they may better choose a title for their child, as T is a very large region of games.

[Mr. Lake]

What makes them think that parents are going to be more likely to visit Ask-About-Games than their own website?

At least they are banking on the idea that most parents are idiots. Better to look for "ask about games" than "figue out what the hell is that organization that rates video games". Simple minds need simple directions.

[ElPresidente]

Or alternatively it is marketing to a demographic. It is quite common, I used to market a government site on breast cancer and despite the breast cancer association having all the information a woman (or man) could want it was presented in an industry style manner and thrown in with a bunch of other information. It was not presented appropriately for its target audience. Two websites were produced to counter this, one aimed at children who might be dealing with a parent with cancer, the other for woman looking for information or support. Much more friendly sites and much more valuable to the user as well.

Go back to the ELSPA site, do you think this is a site that has been designed in a manner that is going to appeal to parents who are generally going to have a low technological background and are going to be interested in the health of their children? Contrast this against the Ask About Games site; which do you think is going to be considered the less intimidating website for a low tech user with kids?

Yah... funny that. :P