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NEWS
Easy on the violence, publishers warned Fresh ASA guidelines encourage games companies to consider ‘wider context’ of adult TV advertising by Tim Ingham PUBLISHERS need to consider the ‘wider context’ of ads for violent games if they don’t want to see them banned from TV. That’s according to the Advertising Standards Agency, which will next week release new guidance for games publishers and their ad agencies.
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next Thursday (July 22nd), entitled ‘Advice – Video Games Advertising’. The ASA this week told MCV that less than one per cent of games advertising had been upheld as inappropriate in the last 12 months – with just an Eidos ad for Kane and Lynch and a Sega vehicle for Condemned 2 both being pulled from screens.
Depictions of violence are the main problem that we see in games advertising on TV. Esra Erkal-Paler, ASA
MCV understands that this will encourage publishers to think beyond just satisfying regulatory rules – and ask them to consider whether their creatives could still cause distress to viewers. The new guidelines – which have been constructed with help from ELSPA – will be announced at an ASA event
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“Games has a high level of compliance to the rules – it’s certainly not an industry in crisis – but we felt we should qualify the existing guidance to help publishers avoid problems in the future,” ASA director of communications and marketing Esra Erkal-Paler told MCV. “Depictions of violence keep coming up [as the main
Eidos had a TV ad for Kane & Lynch pulled after the ASA received complaints from viewers
issue with games]. When we look at some advertising content, it’s been likely to offend and cause distress – regardless of whether it’s pre or post-watershed. “Creators of this content need to take into account the wider context of the impact
their ads have – rather than just of the bare minimum of the ASA requirements.” The event will offer games marketers expert help to avoid attracting complaints to their ads. ELSPA director general Michael Rawlinson will give a keynote speech.
The ASA’s official regulations are currently being reviewed – with changes expected to be implemented across its critera in early 2010. For more information about ‘Advice – Video Games Advertising’, email: events@cap.org.uk
Key execs signed for Edinburgh Moore returns with PLANS ARE building for August's Edinburgh Interactive Festival. Taking place on Thursday, August 13th and 14th, the two-day event will open with a keynote from EA Sports boss Peter Moore. Key names from Endemol, Playfish, Jagex, BMO Capital Markets, Turbine and German games giant Bigpoint are all signed up to talk at the event, which this year has widened its remit to include subjects like social networking. Running alongside the industry conference is the Game Play Area and Games Screenings Sessions for members of the public. These free consumer areas attract
outsource marketing
consumers from Scotland and the North of England. This year’s exhibiting publishers include Nintendo, Sony, Eidos and Disney Interactive. The event is also timed to coincide with the Edinburgh Fringe Festival, which runs
from Friday August 7th to 31st in the Scottish city. Those interested in booking a place at the event should head to www.edinburgh interactivefestival.com or contact Jodie.holdway@bhpr.co.uk
FORMER Sega marketing director Tina Moore (nee Hicks) has set up a company offering project work for companies looking to keep down their marketing overhead. Moore has held key roles at UbiSoft, Take 2, Microsoft and Sega over the past 15 years and brings a wealth of experience and contacts. The new firm taps into the increasing requirement for publishers, developers and accessories companies to outsource marketing and tightly control costs. “Some companies would rather avoid the overhead of a fully resourced in-house
MOORE: Heading up new agency
marketing team,” said Moore. “I am available to offer short or long-term project solutions, working on specific products or brands across the UK.” Contact: Tina_Moore@btinternet.com