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

Communications & Strategies, No. 73, pp. 67-79, 2009

13 Pages Posted: 30 Jun 2009  

Jeffrey E. Brand

Bond University

Jill Borchard

Bond University

Kym Holmes

Bond University

Date Written: 2009

Abstract

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.

Keywords: Computer Games, Ratings, Audience, Australia.

JEL Classification: L82, L86, O56, J19, Z10

Suggested Citation

Brand, Jeffrey E. and Borchard, Jill and Holmes, Kym, Case Study: Australia's Computer Games Audience and Restrictive Ratings System (2009). Communications & Strategies, No. 73, pp. 67-79, 2009 . Available at SSRN: https://ssrn.com/abstract=1427266

Jeffrey E. Brand

Bond University

Gold Coast, QLD 4229
Australia

Jill Borchard (Contact Author)

Bond University ( email )

Gold Coast, QLD 4229
Australia

Kym Holmes

Bond University ( email )

Gold Coast, QLD 4229
Australia

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