UK retailer of all things electronic, Currys are planning to set up a new games rating system (according to CVG) in an attempt to make the classification system more family friendly.

Currys will establish a customer panel to rate games on a variety of factors including suitability and the challenge they pose.

“Video gaming is now a mainstream form of family entertainment and we’ve seen a huge surge in the number of non-core gamers purchasing consoles and games,” Amanda Clift, head of brand for Currys, told Sky News.

It will be interesting to see how this is actually used. It is starting as a pilot scheme in five areas before being rolled out nationwide. It is not clear right now how this will be implemented considering the Byron review claimed that game ratings are already too complex. Currys using their own system is due to lead to furthe confusion.

Update

A Currys PR representative has just gotten back to me with the full Press Release (which can be read after the jump)

The main highlights are that this move has been made in a response to the Byron review and that OAPs are going to be involved in generating their own rating system for games suitable for the over 60s.

Currys to launch in-store classification for family friendly video games

Currys is to classify video and PC games according to their suitability for family viewing, under a new scheme launched today by the leading electrical retailer.

Video and computer games available in Currys stores will be rigorously tested by a panel of families recruited by the retailer. Feedback from the panel will be used in-store to help clearly identify those games best suited for family entertainment.

The launch of the scheme follows the increasing popularity of the Nintendo Wii, which has fuelled a surge in demand for console games amongst a wider family audience of gamers. Over 75 million console games were sold in the UK in 2007, and Currys estimates that eight out of ten Wii consoles are now bought for family use compared to one in five eighteen months ago. Research among Currys customers has revealed nearly two thirds now regularly enjoy video games as a shared family experience.

Games will be tested by the panel against a wide range of criteria including levels of interactivity, engagement, coordination, education and overall enjoyment. Feedback will be used to determine family appeal and the suitability of content for younger family members. Those games classified as suitable by the panel will be identifiable in-store with a new ‘family friendly’ logo.

Possible friction amongst family members brought on by competitive game play will be ranked on the label by a squabble-ometer, whilst a laughter scale will be used to indicate likely levels of humour and enjoyment. The family friendly label will also indicate whether a game is physically or mentally demanding. It follows the enormous popularity of the Nintendo Wii’s motion sensitive games such as the recently released Wii Fit, which sees players engaged in up to 40 different physical activities including yoga poses and push ups.

The new classification scheme follows the publication of a recent government review, fronted by Dr Tanya Byron, which highlighted confusion amongst parents towards the existing certification system used on computer and PC games.

Amanda Clift, head of brand, Currys, comments: “The notion that video games are played by teenagers tucked away in their bedrooms is past its sell-by-date. Video gaming is now a mainstream form of family entertainment and we’ve seen a huge surge in the number of non-core gamers purchasing consoles and games. This new scheme will allow us to rate a game based on the collective feedback of a large number of families so our customers can quickly and easily identify which games are going to provide the best form of family entertainment.”

Feedback from panel members over 60 will be used to launch a new age category for OAPs following an increasing demand for console games from older family members. Games such as Pro Bowling or Brain Age, which provide mental stimulus or encourage gentle level of physical exercise have been identified as being particularly popular amongst older gamers.

Panel members will be recruited by the retailer through a series of in-store gaming competitions that are to be held at Currys stores around the UK. Local families visiting stores will be encouraged to demonstrate their gaming skills and take part in the competitions, playing on the latest consoles and games within a dedicated gaming area in-store.

The scheme will be trialled in five key locations in the UK before being rolled out nationwide. Test areas include Leicester, Sheffield, Milton Keynes, Thanet and Bristol, where demand for console games from traditionally non-core gamers, including parents and grandparents has nearly tripled in the last 12 months.

TOP TEN SELLING FAMILY GAMES

1. WiiFit - Wii

2. Singstar - PS3

3. Gran Turismo 5: Prologue - PS3

4. Buzz Hollywood - PS2

5. Big Brain Academy - Wii

6. Mario Kart - Wii

7. Brain Training - DS

8. Pro Evolution Soccer 2008 Wii

9. Sun Crossword - DS

10. Mario and Sonic at the Olympic Games - DS

Tags: Currys, games ratings

This entry was posted on Wednesday, April 30th, 2008 at 10:39 am and is filed under General News, Industry News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.