So just in case some parents haven’t quite got the idea of age ratings on video game boxes after they firstly simplified it into the modern PEGI ratings system of giving games symbols based on their content (fear, drugs, sex, etc), and then secondly made the age rating on the front of the box big enough to make even the most unattentive parent take notice, ELSPA today announced that they’re going to take their previous system which lasted the whole of, oh, five or so years, and give it colours based on a traffic light in order to “combat any confusion previously felt by consumers”. Full press release here: http://www.elspa.com/?i=7718&s=1111&f=49
Seriously? Here’s just one of my favorite quotes from the press release: “The new system has been designed to give parents ‘at a glance’ indicators of the age appropriateness of any game’s content” – there are so many things wrong with this sentence, it makes my blood boil. The most important one, however, is “at a glance”. At a glance? If the parent can’t see from a simple glance the age rating of a video game and the basic jist of what the game’s about, then really there’s no hope for the rest of their parenting skills. For example: Jimmy, aged 10, wants Mummy to buy him Resident Evil 4: not only is the game called “RESIDENT EVIL 4″, there’s a masked shilhouette on the front cover with a chainsaw on top of a red backdrop with black trees. The PEGI symbols on the back show a spider, a fist and a speech bubble with “&£$@!!” in it, quite clearly for strong language. As if this wasn’t already an apt reminder to the parents that this may not be suitable for young Jimmy, the huge (and I mean HUGE) rating sticker on the front quite clearly says 15, and if parents don’t manage to cotton out what that means, they need a visit from social services pronto.
Would putting some colours on the front really make that much of a difference? It is fairly obvious here that the core weakness in the chain here are the minority of consumers who either a) don’t care about the ratings system, which is fair enough (I myself was a player of Alien3 back in 1993, this being before ratings though), or b) are the kind of consumer who can’t work out how the front belt stops at Sainsbury’s and then goes off on one nice complaining train. Not that I’m bitter or anything. And if “92% of customers thought its traffic light labelling was easy to understand”, I’d guess 95% of those people thought that the original ratings system was easy to read. I weep for the remaining 8%.