Video Game Industry
IGEA – Interactive Games & Entertainment Association
No longer just child’s play, computer and video games are enjoyed by people of all ages, and the industry now rivals the film industry in terms of revenue and the range of content it produces. But until recently, adults could not access adult video games as Australia’s classification system did not carry an R18+ rating. While the gaming community had long argued for the introduction of an R18+, they lacked a consistent, sound and effective voice to move the niche debate into the public arena. In 2007, the Interactive Games & Entertainment Association partnered with GlobalCom PR Network’s Australian team Espresso Communications to tackle this issue. For nearly five years, Espresso built an arsenal of information including four national reports, educational videos and a viral campaign to raise the perception of the often marginalised industry and educate the public about the benefits of an adult rating. The campaign received a Highly Commended Award from PRIA, Australia’s peak PR body, and in 2013, the Australian Government announced the long-awaited introduction of an R18+ for video games.