Regulation: PEGI
- The videogames industry is regulated by PEGI – Pan European Game Information.
- In the UK, the Video Standards Council is responsible for regulating game content. In 2012, PEGI was introduced to UK law to make the age ratings legally enforceable.
- It is illegal to sell games to people below the age of the rating.
- The Sims FreePlay is rated 12+ due to mild references to alcohol, sexual content and similar adult themes.
Electronic Arts
- The Sims franchise is owned by Electronic Arts (EA), a huge name in the videogames industry.
- The Sims FreePlay was developed by Firemonkeys Studios, EA’s Australian subsidiary.
- The franchise was originally developed by Maxis after EA acquired the company.
- EA is famous for big-budget console games such as the FIFA series but has moved more into mobile gaming in recent years.
The 'freemium' model
- The Sims FreePlay uses the ‘freemium’ model – free to download and play but with in-app purchases.
- Although initially more popular with smaller, independent game developers, the freemium model is now a huge revenue generator for major publishers like EA.
The Sims FreePlay - Language & Audience blog tasks
Regulation – PEGI
Research the following using the PEGI website.
1) What is the VSC and how does it link to UK law?
2) Note down the key statistics on the homepage.
- 13847+ games rated
- 15000+ apps rated
- 1702 number of member outlets
- 30 years in operation
(12-03-19)
3) What is the purpose of PEGI?
They supply detailed consumer information surrounding the content of the game and what is featured. This helps the consumer know if the game is appropriate for their age deomographic.
4) Click on the PEGI Rating tab in the top menu. What are the age ratings and what do they include?
- Ages 3, 7, 12, 16 and 18
PEGI 3
- Contains nothing that warrants a content warning - suitable for all age groups
- Nudity may be shown in a non-sexual/natural manner (i.e. breast feeding)
PEGI 7
- Everything featured in PEGI 3, but may include a little bit more violence.
- Unrealistic violence, typically directed towards fantasy characters
PEGI 12
- More graphic violence but still targeted towards fantasy characters
- Trivial injury is allowed; however, any other violence towards humans must be unrealistic
PEGI 16
- More mature themes and scenes of violence
- Sexual scenes - no visible genitalia
- More realistic violence, may feature heavier images of death and injury to humans
- Explicit language, sexual expletives and use of drugs/tobacco/illegal substances may be shown
PEGI 18
- May feature sexual violence and threat.
- Gross levels of violence: meaning that there are horrific methods of severe injury, torture, decapitation etc.
- Sexual activity with visible genitalia/nudity
5) Scroll down to look at the ‘How games are examined’ infographic. What is the PEGI process for rating a game?
- Content declaration assessment - the game developer declares what features in the game content and if there are any things in the game that may raise concerns. The developer is then given a provisional rating for advertising purposes.
- Submission materials - developer provides PEGI with evidence of the game footage
- Video footage examination - the video footage is analysed to make sure the assessment matches the actual game footage
- Game examination - testing out the actual game and seeing the effects of the weapons included in the game
- Receive the PEGI Licence - developers are sent their formal licence
The ‘Freemium’ gaming model
Read this Lifewire feature on freemium gaming and answer the following questions:
1) How does the freemium model work?
The initial game is free, but there are in-app purchases to unlock premium content. This is the primary way of generating revenue for the developers.
2) Why do some gamers believe freemium is ruining games?
Many gamers believe that the freemium models are ruining the experience of having a consistently good gaming franchise. Gamers believe that so many franchises have turned to focus on how they can monetise the game rather than making the game reflect the best features of it. The fact that more customers have become accustomed to downloading content for free is detrimental to the gaming industry as it reduces the likelihood of gamers then paying for games in the future.
3) What are the positives of the freemium model for gaming?
- Can 'sample' and test out the game's content without having to commit to an initial financial investment
- Easier to maintain longevity - the game can easily be updated which helps to retain the gamer's interest etc.
Now read this Business Insider feature on freemium gaming and multiplayer games. Answer the following questions:
1) Note the key statistics in the first paragraph.
- 70-80% of the $10billion in iOS revenue is from in-app purchases
2) Why does the freemium model incentivise (motivate/encourage) game developers to create better and longer games?
Players continuously spend money on the game, meaning that there is a strong level of certainty surrounding the numbers of gamers that will be reached with this game. Therefore, developers become more incentivised to put the stream of revenue directly back into the game to improve it.
3) What does the article suggest regarding the possibilities and risks to the freemium model in future?
- Game developers may find themselves under more scrutiny surrounding how clear the premise of their games are - younger gamers may accidentally purchase apps without knowing.
- Developers may disregard the quality of the free/standard level content which would lead to boring games.
Read this New York Times feature on freemium gaming and answer the following questions:
1) Why did Temple Run use the freemium model?
Temple Run used the freemium model because they noticed that as soon as the game was free, there was a spike in the downloads. The freemium model helps to establish an addictiveness surrounding the game and more people are likely to download it through hear say.
2) The bigger gaming studios like Electronic Arts used to avoid the freemium model. Why are they now embracing it?
EA are now embracing the freemium model because it is a more lucrative way of generating income and targeting a wider audience. Having 'freemium' games means that gamers who do not have the extensive gaming equipment can still play and invest in the games.
3) Why does Peter Farago suggest independent game makers benefit more from the freemium model than the major publishers like EA?
It will be easier for independent game makers to start from scratch and then produce freemium games at a high standard and then maintain this standard. Large media publishers like EA would have to completely change their approach in order to make the freemium model work.
Electronic Arts
Read this Pocket Gamer interview with EA’s Amanda Schofield, Senior Producer on The Sims FreePlay at EA's Melbourne-based Firemonkeys studio. Answer the following questions:
1) How has The Sims FreePlay evolved since launch?
The game has evolved since launched as the detailing surrounding the intricacy of each Sim's construction and lifestyle is incredible. The Sims Freeplay is an example of all of the fantasies that can be turned into a reality via this game.
2) Why does Amanda Schofield suggest ‘games aren’t products any more’?
Amanda Schofield suggests that 'games aren't products any more' but rather a 'partnership' between producer and consumer - games are now built and based around a partnershio between the gamers and the game developers.
3) What does she say about The Sims gaming community?
They are very much involved in the development process - the development teams try to remain up to date about what their audiences are saying about the game and how their concerns or issues can be addressed as well as what can be changed and/or added.
4) How has EA kept the game fresh and maintained the active player base?
EA has kept the game fresh and maintained the active player base by constantly reinventing and designing itself around the changing desires of the players and the targeted audiences. The audiences feel a sense of personal identification with the idealism surrounding the world that they have created; therefore are unlikely to leave this behind.
5) How many times has the game been installed and how much game time in years have players spent playing the game? These could be great introductory statistics in an exam essay on this topic.
- Over 200m installs of the Sims Freeplay
- 78,000 game time (in years)
Finally, read this blog on how EA is ruining the franchise (or not) due to its downloadable content. Answer the following questions:
- 'real life simulation' - diversion
- 'classic tale of love and heartbreak' - the investment into the franchise and the lives of the characters that are created
2) What examples of downloadable content are presented?
"Things that should've been in the game in the first place."
- characters in the Star Wars Battlefront II game
- Items/expansion packs in Sims 4: Cats and Dogs
3) How did Electronic Arts enrage The Sims online communities with expansion packs and DLC?
They removed a lot of the content that typically should have been included in the game and made it available as downloadable content - ready for purchase.
4) What innovations have appeared in various versions of The Sims over the years?
- Can create multi-generational legacies on Sims
- Developers gave gamers full-access to the "hyper-realistic" world of Sims 3 - the capability to travel between multiple neighbourhoods
- Customise gender options/increased diversity present in the game.
5) In your opinion, do expansion packs like these exploit a loyal audience or is it simply EA responding to customer demand?
I think it is a combination of both. Understandably, EA have a mission and an audience that must be targeted, and if their audience is appreciative of the overall premise of the Sims gaming experience then they have no reason to alter the game. However, this may be exploitative of the loyal audiences as EA recognise that fans will invest in premium content regardless of the price, as they know that their audience will remain loyal to the franchise for the sake of accessing and continuing to play the game.
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