Case Study: Australia's Computer Games Audience and Restrictive Ratings System

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 1614 homes and 4852 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.Computer Games, Ratings, Audience, Australia.

Digital New Zealand 2014

This report presents data on the lifestyles, habits, attitudes and demographics of New Zealanders who play computer and video games, as well as how New Zealanders are consuming interactive games in conjunction with other digital technologies. The report was commissioned from Bond University by the Interactive Games & Entertainment Association (IGEA)

Digital Australia 2014

This report examines the role interactive entertainment plays in Australian households. Foreword We began national studies of computer game audiences in 2005 to widen the conversation about games and tackle stereotypes that prevented an understanding in the wider community that computer games were a popular medium that had become not only normalised, but a medium valued by Australians of all ages. Rather than challenge negative stereotypes about games with rhetoric, we provided quantitative empirical data using established social and market research practice – something that had not been available for Australia’s journalists and policy-makers who relied on overseas data. Over the five Australian studies since 2005, we documented the ascendency of computer and video games to centre stage in media culture. Game Play Australia 2005 conveyed the reality that Australia is a nation of game-lovers who enjoy playing games on a sporting field and on the screen. In 2005: 76% of households had a device for playing games and PCs dominated consoles, 38% of gamers were female and the average age was 24, Less than an hour was the play duration and twice a week was the frequency 49% of households had broadband connections, 35% played games online, 66% of parents played video games, 88% said Australia should have an R18+ for games, and 68% said classification information was very influential when choosing games for their children. Interactive Australia 2007 and 2009 illustrated the growing ability of games to foster social interaction. Moreover, games consoles and the Internet had matured and grown in popularity. By 2009: 88% of households had a device for playing games and consoles took the lead from PCs, 46% of gamers were female and the average age was 30, An hour was the play duration and every other day was the frequency, 81% of households had broadband connections, 48% played games online, 70% of parents played games, 60% of households were home to 2 or more players, 91% said Australia should have an R18+ for games, and 46% said classification information was very influential when choosing games for their children. Digital Australia 2012 illustrated the rapid maturation of digital media and more avenues for game experiences to anyone who wanted to play. By 2012: 92% of households had a device for playing games and consoles lead and phones outflanked handhelds, 47% of gamers were female and the average age was 32, An hour was the play duration and every other day was the frequency, 83% of parents played games, 70% of households were home to 2 or more players, and 41% said classification information was very influential when choosing games for their children. Digital Australia 2014 completes this phase of reports on computer games and Australians. The profile of the gamer and the gaming household is nearly synonymous with the profile of the typical Australian and Australian household. It demonstrates that multiple screens and game devices are commonplace and that games have expanded from the loungeroom to the pocket, played frequently and for longer durations. It suggests that the moral panic over established media like music, films, television and games is now moving to social media and the Internet. Adult gamers have formed great memories over the years of family time, characters, story, play and interaction from a medium that has emerged from its adolescence.   Authored by Jeffrey E. Brand, Pascaline Lorentz, and Trishita Mathew