Case study: Australia's computer games audience and restrictive ratings system

Jeffrey E. Brand, Jill Borchard, Kym Holmes

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Computer and video games are big business in Australia, just as they are in many other developed economies. However, Australia is unique among developed states because there is no R18+ or "Adult" rating for computer game content in Australia. The present case study represents a snapshot of a larger national audience study of 1,614 homes and 4,852 individuals within those homes. The research presents demographic, behavioural, and attitudinal data by which the largely functioning ratings system may be judged. The data show that the typical gamer is 30 years of age, often a parent and actively engaged in content selection and exposure. By presenting these data in the context of the unique regulatory regime in Australia, this report seeks to demonstrate that consumer power exceeds the control of the state and such control may function to enhance rather than stifle the health of the computer games industry.
Original languageEnglish
Pages (from-to)67-79
Number of pages13
JournalCommunications and Strategies
Volume73
Issue number1
Publication statusPublished - 1 Jan 2009

Fingerprint

computer game
rating
parents
economy
industry
health

Cite this

@article{934a714b66434aa2b315adc54cb3fca8,
title = "Case study: Australia's computer games audience and restrictive ratings system",
abstract = "Computer and video games are big business in Australia, just as they are in many other developed economies. However, Australia is unique among developed states because there is no R18+ or {"}Adult{"} rating for computer game content in Australia. The present case study represents a snapshot of a larger national audience study of 1,614 homes and 4,852 individuals within those homes. The research presents demographic, behavioural, and attitudinal data by which the largely functioning ratings system may be judged. The data show that the typical gamer is 30 years of age, often a parent and actively engaged in content selection and exposure. By presenting these data in the context of the unique regulatory regime in Australia, this report seeks to demonstrate that consumer power exceeds the control of the state and such control may function to enhance rather than stifle the health of the computer games industry.",
author = "Brand, {Jeffrey E.} and Jill Borchard and Kym Holmes",
year = "2009",
month = "1",
day = "1",
language = "English",
volume = "73",
pages = "67--79",
journal = "Communications and Strategies",
issn = "1157-8637",
number = "1",

}

Case study : Australia's computer games audience and restrictive ratings system. / Brand, Jeffrey E.; Borchard, Jill; Holmes, Kym.

In: Communications and Strategies, Vol. 73, No. 1, 01.01.2009, p. 67-79.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Case study

T2 - Australia's computer games audience and restrictive ratings system

AU - Brand, Jeffrey E.

AU - Borchard, Jill

AU - Holmes, Kym

PY - 2009/1/1

Y1 - 2009/1/1

N2 - Computer and video games are big business in Australia, just as they are in many other developed economies. However, Australia is unique among developed states because there is no R18+ or "Adult" rating for computer game content in Australia. The present case study represents a snapshot of a larger national audience study of 1,614 homes and 4,852 individuals within those homes. The research presents demographic, behavioural, and attitudinal data by which the largely functioning ratings system may be judged. The data show that the typical gamer is 30 years of age, often a parent and actively engaged in content selection and exposure. By presenting these data in the context of the unique regulatory regime in Australia, this report seeks to demonstrate that consumer power exceeds the control of the state and such control may function to enhance rather than stifle the health of the computer games industry.

AB - Computer and video games are big business in Australia, just as they are in many other developed economies. However, Australia is unique among developed states because there is no R18+ or "Adult" rating for computer game content in Australia. The present case study represents a snapshot of a larger national audience study of 1,614 homes and 4,852 individuals within those homes. The research presents demographic, behavioural, and attitudinal data by which the largely functioning ratings system may be judged. The data show that the typical gamer is 30 years of age, often a parent and actively engaged in content selection and exposure. By presenting these data in the context of the unique regulatory regime in Australia, this report seeks to demonstrate that consumer power exceeds the control of the state and such control may function to enhance rather than stifle the health of the computer games industry.

M3 - Article

VL - 73

SP - 67

EP - 79

JO - Communications and Strategies

JF - Communications and Strategies

SN - 1157-8637

IS - 1

ER -