The war has been long and hard, with the BBFC contending that a local board would be more in-tune with the needs of Britain's children, and the Entertainment and Leisure Software Publishers Association (ELSPA) contending that all of Europe should be governed by the PEGI system for the sake of presenting clear, uniform ratings across the continent. The decision came today from the UK's Department of Culture, Media and Sport, after poring over the Byron Review for ages.

ELSPA was understandably pleased with the decision, issuing the following formal statement from its Director General, Mike Rawlinson:

"The Government has made absolutely the right decision for child safety. By choosing PEGI as the single classification system in the UK, British children will now get the best possible protection when playing videogames either on a console or on the internet. Parents can be assured that they will have access to clear, uniform ratings on games and an accurate understanding of game content.

Today's decision will ensure that games ratings stay relevant and adapt to the changing nature of videogames for many years to come. Retailers will now have clear, legal backing to help them prevent access to unsuitable content by children.

We will work closely with the Government, the Video Standards Council and the BBFC to ensure a smooth and rapid transition to this new ratings system."

The BBFC issued its own statement following the decision, basically saying that they'd support the decision but don't necessarily like it.

"We have argued consistently that any games classification system needs to put child protection at its heart. It must involve consultation with the British public, command their trust, and reflect their sensibilities. It must take account of tone and context and be carried out by skilled and knowledgeable examiners. It needs to involve the provision of full, helpful and carefully weighed information to parents and the public more generally. It must have the power and will to reject or intervene in relation to unacceptable games or game elements. It should make a substantial contribution to media education, for example through dedicated websites and through work with pupils, students and teachers. It must be speedy and cost effective. It must have the capabilities to monitor online gameplay and to attract new members to online classification schemes. And it must be independent in substance as well as appearance, reaching its decisions and providing information on the basis of its own detailed assessments.

"The BBFC has always supported PEGI and wished it well, but it continues to believe that it satisfies these requirements better than PEGI. However, it will cooperate fully in the detailed work needed to give effect to the Government's decision. And it must be independent in substance as well as appearance, reaching its decisions and providing information on the basis of its own detailed assessments."

Following those comments, ELSPA returned with a press release detailing comments from various members of the industry, showing off the fact that the PEGI system is loved and the BBFC should cry more. Here are said comments:

David Yarnton, UK General Manager, Nintendo, said: "The Government has made the right decision. The PEGI age rating system is right for the protection of children as it is designed specifically for games and interactive content.
"As a global company we welcome the decision as mature and intelligent as it works across some 30 international territories."

Rob Cooper, Managing Director, Ubisoft UK, said: "The adoption of PEGI as the rating system for games is a good decision. The PEGI system is future-proof, delivering effective child protection now and in the future. PEGI Online is a key component of the system, ensuring that the government does not have to re-assess the entire system once again in 12 months time."

Mike Hayes, President and CEO, Sega Europe, said: "This is an important decision for the UK public. PEGI is the only system that has the power to prevent games publishers distributing unsuitable content to children."

Keith Ramsdale, Vice President and General Manager, EA UK, Ireland and Nordics, said: ‘"We welcome the government's decision. PEGI is the right choice to protect children from inappropriate gaming content, and best suited to continue to do so in the future as interactive entertainment moves increasingly online.
"We applaud this collaboration between government and industry to find the best solution for consumers and for the UK marketplace."

Andy Payne, Managing Director, Mastertronic Group Ltd and Chairman, ELSPA, said: "This is the right decision for the UK consumer. The PEGI system is specifically built for interactive content both on and offline and is recognised throughout Europe. In a connected digital world, implementing age rating standards that are understood across traditional frontiers will protect children from unsuitable content and help to educate parents at the same time."

Neil Thompson, Senior Regional Director UK & Ireland Entertainment & Devices Division, Microsoft, said "This is the right decision, the most important issue to be considered is that of child safety. A single PEGI system is by far the best means of promoting child safety; given the fact that PEGI is used for offline and online games in 29 countries across Europe. In a globalised market where children can play video games online across borders, this decision will provide clarity and consistency in deciding what games are appropriate for children and in enforcing those decisions – now and in the future".

So everyone is happy, with the possible exception of the British Board of Film Classification, who are probably penciling in several sulking sessions to take place over the following weeks. Meanwhile, at ELSPA, it's pizza party time!

The raid occurred in Staffordshire, England, at a house that was running an illegal copied games business via online classifieds site Gumtree.com. The raid kicked off with an ELSPA investigator and a Staffordshire Trading Standards officer visiting the house of a 30 year-old unemployed man, delivering a console to be altered. While they waited, the game pirate offered them copied Xbox 360 titles, which were purchased to be analyzed.

Having enough evidence for a warrant, the house was raided earlier this week, netting the investigators more than 1,000 copied games - 700 Xbox 360 titles, 300 Wii games, and 100 for the PlayStation 2 - along with several modded consoles. The man confessed to his crimes, admitting to running the operation for two years.

And he would have continued running it if not for that damn team of ELSPA investigators and their dog. Congratulations, ELSPA, for successfully solving the mystery of the chipped 360. May the Scooby snacks flow like wine.

First Raid of 2009 Busts Chipping Operation

Computers with burners and over 1,000 illegally copied games seized in raid

Friday 9th January/... A raid at a Staffordshire house has resulted in the apprehension of an unemployed man who operated an illegal chipping service on several websites – all linked to Gumtree.com, a classified ads and community site. In an intelligence-led operation involving Staffordshire Trading Standards and investigators from ELSPA (the Entertainment and Leisure Software Publishers Association), the home of an unemployed 30 year-old man was raided this week.

Prior to the raid, an ELSPA investigator and a Trading Standards officer had visited the residence and handed over a console for alteration that would enable the console to play illegally copied games. Whilst at the property, the offender also offered the undercover investigators pirated Xbox 360 games and three rogue Xbox 360 titles were purchased. The console and games were then forensically examined to provide the evidence needed to obtain a search warrant.

Four computers with burners and more than 1,000 illegally copied games were seized in the raid – including 700 Xbox 360 games, 300 Wii titles and 100 PlayStation 2 games. Three Xbox 360 and two Nintendo Wii consoles were also seized. The offender, who cannot yet be named for legal reasons, made a full confession at the time and admitted to running the illegal operation for approximately two years.

Michael Rawlinson, managing director of ELSPA, said: “ELSPA works closely with Trading Standards across the country and we would like to thank Staffordshire Trading Standards for their excellent work in bringing this online operation to an end. Our team in the Intellectual Property Crime Unit (IPCU) will step up its fight against counterfeiters and illegal chipping services in 2009. Such illegal activity can pose real health dangers for the public and certainly deprives gamers of any proper quality control. Furthermore, it can cause the industry to lose vital income and with it jobs across the UK. “

Nigel Cotton, Senior Investigating Officer for the Staffordshire Trading Standards Department, added: ”Staffordshire County Council Trading Standards Officers will continue to take enforcement action to reduce counterfeiting to protect the people and businesses of the county. Offenders face up to ten years imprisonment and an unlimited fine. We also pursue any proceeds of crime with a view to confiscation.”

A POCA (Proceeds Of Crime Act) investigation has already begun to estimate the criminal gain from the offender’s illegal activities.

Ends.

Trade organisation ELSPA has been counting the beans and both Wii titles have been selling like hot cakes made of chocolate-coated crack with porn sprinkles - making them eligible for ELSPA's coveted Diamond sales award.

The two games join other Diamond-rated games such as Grand Theft Auto San Andreas, Dr Kawashima's Brain Training and New Super Mario Bros. Only platform-exclusives are eligible for Diamond status, so GTA IV had to make do with a mere Double-Platinum despite selling about a bajillion copies in its first weekend.

Mario Kart and Wii Fit Hit Over 1M [EDGE]

The 30 page report details the advantages of the PEGI rating system and the recent 'traffic light' labels compared to allowing games to be rated by the British Board Of Film Classification.

“The correct solution is for the Government to accept the PEGI system is the best way for games to be rated and classified – and empower it with legal status in the UK," said ELSPA's Michael Rawlinson, "establishing a means in which some games, if necessary, can be banned."

PEGI ratings could be legal standard by 2010 [MCV]

“The world of gaming is fast moving and it is vital that we have a clear ratings system that is up to date with consumers’ needs. It has already been proven that everyone understands traffic light labelling, making it the perfect scheme for the industry to adopt.”

I suppose if the bright colors fail they can always force publishers to shape the game boxes based on the ratings, forcing parents to push them through the correct hole in order to buy them. Hit the jump for a larger version of this new, possibly but not actually parent-proof system.

Video Games Industry Planning to Release 'Traffic Light' Ratings System

Tuesday 28th October/... In a move mirroring efforts by food manufacturers and retailers to give consumers a clear and easy way to understand food content, the games industry is close to launching a traffic light system for the ratings on video games. As the government gears up to close its consultation into video games ratings on November 20, the industry has responded to observations made by Dr Tanya Byron in her report that there is a lack of consumer awareness of the PEGI rating symbols. The industry feels the by employing a traffic light system that is simple to understand it will be effective in combating any confusion previously felt by consumers. The new system has been designed to give parents ‘at a glance’ indicators of the age appropriateness of any game’s content.

An industry source said, “Video gaming is one of the UK’s best performing sectors and a rare economic success in today’s gloomy environment, with retailers announcing record profits and government ministers describing gaming as ‘the most important part of what we call the Creative Industries’.

“The world of gaming is fast moving and it is vital that we have a clear ratings system that is up to date with consumers’ needs. It has already been proven that everyone understands traffic light labelling, making it the perfect scheme for the industry to adopt.”

“A linear ratings system like the one the BBFC uses is designed for films with a beginning, middle and end where the outcome is always the same. It just can’t cope with the infinite variety and complexity of modern video games, and the interaction between players.

Jackson goes on to site instances where games rated 18 by PEGI are downgraded by the BBFC to BBFC 15 or 12 ratings. Come on Britain, just go ahead and adopt PEGI completely already. Open up to it. No country is an island.

Industry Expert Calls On The Government To Adopt PEGI To Future-Proof Computer Games Ratings
ELSPA director general addresses the Labour Party Conference

Monday 22nd September/... Paul Jackson, director general of ELSPA, the Entertainment & Leisure Software Publishers Association, has told the government that the BBFC is ‘not fit for purpose’ as a ratings system for computer games. Speaking at a fringe event at the Labour Party conference today, Mr Jackson called on the audience to support the Pan-European Game Information (PEGI) system, which he said is the only ratings classification that has the power to prevent game publishers distributing unsuitable content to children. Mr Jackson explained to the audience that there is currently a two-tier system in the UK for rating computer games which everyone finds confusing. Under this system, games are rated under PEGI, which has been adopted across Europe. It is based on standards developed by child safety and games experts who understand games, their impact, their playability and their individuality.

However, there is also, uniquely in the UK, a second rating system run by BBFC, the film classification board who have limited jurisdiction over games ratings via the Video Recordings Act.

According to Mr Jackson: “A linear ratings system like the one the BBFC uses is designed for films with a beginning, middle and end where the outcome is always the same. It just can’t cope with the infinite variety and complexity of modern video games, and the interaction between players.

“There is a simple proof of this already available. The film ratings board continually downgrades games classified 18 by PEGI. They go to BBFC 15 or even BBFC 12. History shows us that BBFC ratings – and the UK – would regularly be out of step with our European neighbours.”

Mr Jackson also explained that the PEGI ratings system would be the most suitable to handle the increase in online gaming. With more and more children playing computer games online against peers all over the world, it is more important than ever to ensure that they are safe while they do so.

Mr Jackson argues that PEGI is the only system with online credibility: “As well as being quick and simple to follow as a ratings system, it is very easily scalable to cope with the rapid growth in online games and add-ons.”

PEGI is supported by the majority of the computer games industry, which argues that it is the right tool for the job, as opposed to the BBFC system, which was developed to rate film, rather than game, content.

The industry believes that PEGI is the ideal system for protecting children from unsuitable content both today and in the future.

DS: The Shocking Truth [MCV]

However it went down, we're happy to hear that the world hasn't gone crazy after all.

ELSPA distances itself from DS piracy report [Games Industry via Maxconsole]

In America it's thought 90 percent of Nintendo DS users are playing pirated games because of R4s...takings from Nintendo DS games in the US are lower than any other console...

Chips are down for Super Mario [TheSundayPost via CVG]

Gamasutra reports that in terms of revenue, Electronic Arts' titles dominated the UK sales charts last year.

In fact the publisher's games made up nearly one-fifth of all game sales in the UK. Here's the full chart:

Pos. Publisher Percentage
1 Electronic Arts 19.8%
2 THQ 7.9%
3 Ubisoft 6.9%
4 Nintendo 6.8%
5 Microsoft 6.5%
6 Sony 5.7%
7 Take-Two 5.4%
8 Activision 5.0%
9 Sega 4.1%
10 Eidos 3.7%

Talk about dominance, you would have to add the top three (which includes Nintendo) to better Electronic Arts' percentages. Brian Crecente

EA UK's Top Publisher [Gamasutra]