Are Gamers Coming of Age?
H&K survey shows 60% of respondents agree that the government should
regulate the sale of video games
NEW YORK, Dec. 5 /PRNewswire-USNewswire/ -- Sixty percent of US consumers polled agree that the government should regulate the sale of violent or mature content video games while a slim majority (51%) agrees that the government should regulate mature content itself. Fifty-four percent of those surveyed with children in the household believe that violent or mature content will affect a child's behavior, according to Hill & Knowlton's survey of 1,147 American adults. "Next generation consoles combined with a near-Hollywood experience translates into increased scrutiny for a $7.4 billion industry that seeks to outpace movies and music as the number one choice for entertainment," said Joe Paluska, Director, Hill & Knowlton's Worldwide Technology Practice. "We're seeing an interesting shift in economic growth and societal influence across gaming, movies and music. While the gaming industry is forecast to grow faster than the motion picture and recording industries, gaming still under-punches its cultural influence except when it comes to mature content." Current gamers are evenly split on whether the government should regulate violent content in video games, with 44% saying yes to regulation and 47% saying no. In addition, 55% of current gamers also believe that the government should regulate the sale of games with violent or mature content, the survey showed. "While the industry is reinventing itself by broadening the content and the category, society still tends to view gamers as one-dimensional," Paluska said. "The industry's reputation centers on mature content due to the sensational nature of the content and subsequent publicity. As a result, our survey suggests that there's an appetite for more government oversight even among the maturing Atari Generation who now have children." Opinion Research Corporation conducted the online survey for Hill & Knowlton between September 17 and 19, 2007. Complete survey results are available by contacting Rob Vernon at 202-944-1966 or at email@example.com. About Hill & Knowlton, Inc. Hill & Knowlton, Inc. is a leading international communications consultancy, providing services to local, multinational and global clients. The firm is headquartered in New York, with 72 offices in 41 countries, as well as an extensive associate network. The agency is part of WPP Group plc (NASDAQ: WPPGY), one of the world's largest communications services group.
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