Gaming is hot. Nowadays children and grownups spend more time and money on their consoles than on (for instance) movies. The film industry has known a rating system for years now providing parents with information on what children should be seeing. That’s exactly why the gaming industry itself, gathered in the NVPI Interactive, came up with the PEGI (Pan European Game Indicator) rating system for games. Obviously, Europe’s only specialised gaming agency was chosen to spread the message
The strategy used includes informing press and industry on the existence of the system and getting them to the www.pegi.info website, as well as the special campaignsite www.weetwatzegamen.nl (know whatthey’re playing!)
To get their attention, we used a DM mechanism with a ‘tease’. Cards were sent out with photo’s of Kevin, a boy that had made some juvenile choices in his clothing, hairstyle and the food he was eating, suggesting the fact that children do not always make the right choice themselves. The DM was closed with the last photo, telling about the introduction and showing the way the boy really looks: nice and clean. Although obviously not something we would use to convince the gamers themselves, we got a lot of phone calls even before we sent out the ‘clue’ on what the photos were about. The PEGI system is now supported all through Holland and Belgium and remains a hot topic for the press.
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