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 shows 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.

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Games are not always about recreation. Increasingly, they can be used as educational tools for both children and adults, and this is not limited to maths tutors and spelling games. More and more corporations and universities utilise games for employment and higher skills training.

Games with an educational component

Games with an educational component are a significant part of the Australian market with sales averaging 50,000 units per month. In addition to providing entertainment, there are benefits available to children and adults who play computer and video games in a healthy way.

1. Young children are introduced to technology.
2. Playing games gives practice listening, following direction, solving problems and developing strategies to get around entertaining problems.
3. Fine motor skills and spatial skills are enhanced.
4. Games are an opportunity for children and parents to play together.

Games as educational tools

Games grounded in reality are increasingly used to enhance skills in various fields of employment, without the cost of live training on expensive machinery.
As an example:

1. Pilots use flight simulators for training.
2. Racing car drivers use driving simulators for training.
3. Universities use “Sim City” for educational purposes as it contains a model economy.
4. Town planners use the rendering technologies used in games to model the affect of changes to urban environments.
5. Internet advertising uses mini games to sell new products.
6. Firms including IBM and Nokia use quiz games to test workers knowledge
7. The US Army uses a game as a recruitment tool.
8. Pfizer uses a simulation tool to model its drug development process.
9. Pricewaterhouse Coopers use an elaborate simulation to train auditors.