UKIE readies PEGI campaign ahead of July launch

UK games trade body UKIE will launch a massive media campaign to promote the new PEGI age ratings system before it becomes enforceable in July.

As part of this, the organisation will be relaunching the website, which will once again provide parents with information on video games, the industry and the PEGI ratings.

UKIE has enlisted family gaming expert Andy Robertson (known for Family Gamer TV and Geek Dad) to run the website.

"Working with UKIE on and the Control.Collaborate.Create campaign is an excellent opportunity to broaden how video games are perceived," said Robertson.

"Through videos, blogs and reviews AskAboutGameswill engage families of all shapes and sizes with information and tools to better understand and get more from the games they play."

Meanwhile the main campaign has been entitled Control.Collaborate.Create, and will run from July to December.

Control refers to educating parents about how they can check what games their children are playing, with the help of PEGI ratings when purchasing and the parental controls built-in to various consoles.

Collaborate will encourage parents to engage with and understand the games their children are playing, in the hopes of dispelling certain myths.

Create messages will promote video games as a creative and beneficial activity for people of all ages.

A video will be circulated to the national and parenting press and bloggers, raising awareness of what the industry does to promote responsible gaming.

Meanwhile, a competition will run to find the UK’s "most collaborative and creative game-playing families", who will become Family Ambassadors for the campaign. This kicks off at Games Britannia Festival in July, and prizes include personalised games characters created by a top UK developer.

UKIE CEO Dr. Jo Twist said: "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.

"That’s why UKIE is creating the national Control.Collaborate.Create campaign and relaunching the AskAboutGameswebsite, 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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