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Arthur Pober Martin Pinkerneil

16th Transatlantic Dialog. “Labeling for Online Games in Web 2.0” Media User Information for Online Games Finding a Solution. Arthur Pober Martin Pinkerneil. Transatlantic Dialog, 7th November 2008, Cologne. WEB 2.0 THE CHALLENGE. Global Cross Plattform Cross Device

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Arthur Pober Martin Pinkerneil

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  1. 16th Transatlantic Dialog “Labeling for Online Games in Web 2.0” Media User Information for Online Games Finding a Solution Arthur Pober Martin Pinkerneil Transatlantic Dialog, 7th November 2008, Cologne

  2. WEB 2.0 THE CHALLENGE... • Global • Cross Plattform • Cross Device • Hybrid Technologies • User Generated Content • Cross Culture ... Transatlantic Dialog, 7th November 2008, Cologne

  3. SOCIAL NETWORKING, RISK AND SAFETY-A ROAD PAVED WITH PARADOXESSAFER INTERNET FORUM PRESENTATIONSEPTEMBER 25,2008 ELIZABETH STAKSRUD DEPT. OF MEDIA AND COMMUNICATION UNIVERSITY OF OSLO, NORWAY Transatlantic Dialog, 7th November 2008, Cologne

  4. SOCIAL NETWORKING, RISK AND SAFETY Transatlantic Dialog, 7th November 2008, Cologne

  5. SOSSSSO Transatlantic Dialog, 7th November 2008, Cologne

  6. REAL/PERCEIVED ILLEGAL ACTIVITIES BULLY OTHERS LIE ABOUT OTHERS WATCH WEBSITES WITH HATEFUL CONTENT READ ABOUT HOW TO MAKE A BOMB PRETEND TO BE SOMEONE ELSE GAMBLE WATCH PORNOGRAPHY DOWNLOAD/FILESHARE GAMES SEEN IN SHOPS PUBLISH PICTURES OF YOUR FRIENDS BUY PRODUCTS OR SERVICES DOWNLOAD/FILESHARE MUSIC YOU HAVE SEEN IN SHOPS Transatlantic Dialog, 7th November 2008, Cologne

  7. CHALLENGES • Some of our common safety advise is in conflict with- • What children think is legal • The nature of most social networking sites • Between 50-75% of children are criminalized because of their perception of what is acceptable and reasonable does not fit current legislation Transatlantic Dialog, 7th November 2008, Cologne

  8. ONLINE RISKS RESEARCHED IN EUROPE Transatlantic Dialog, 7th November 2008, Cologne

  9. THE ROLE OF THE CHILD AND ONLINE RISK • CONTENT- CHILD AS A RECIPIENT • CONTACT- CHILD AS PARTICIPANT • CONDUCT- CHILD AS ACTOR Transatlantic Dialog, 7th November 2008, Cologne

  10. FORMS/ TYPES OF ONLINE “RISKS” • COMMERCIAL • AGGRESSIVE • SEXUAL • VALUES Transatlantic Dialog, 7th November 2008, Cologne

  11. ONLINE MATRIX Transatlantic Dialog, 7th November 2008, Cologne

  12. ADVANTAGE ONLINE GAMES IN WEB 2.0: Well- Established Rating Systems exist in Different Markets, Global Industry, Community Approaches, ... Transatlantic Dialog, 7th November 2008, Cologne

  13. The Beginning of the SOLUTION... The Creation of an On-Line Game Content Matrix and Trustmark Transatlantic Dialog, 7th November 2008, Cologne

  14. MATRIX HEADINGS • FIELD 1- NAME OF GAME • FIELD 2- NAME OF PUBLISHER, CONTACT INFORMATION • FIELD 3- LEVEL OF GAME (INTERACTIVE, USER GENERATED CONTENT, ETC.) • FIELD 4-PRIMARY RATING SYSTEM CHOSEN BY PUBLISHER • FIELD 5- SECONDARY CHOICE OF RATING SYSTEM CHOSEN BY PUBLISHER • FIELD 6- THIRD RATING SYSTEM OF CHOICE – CHOSEN BY PUBLISHER • FIELD 7- CONTENT AS RATED BY PRIMARY RATING SYSTEM • FIELD 8- AGE AS DESIGNATED BY THE PRIMARY RATING SYSTEM Transatlantic Dialog, 7th November 2008, Cologne

  15. MATRIX HEADINGS • FIELD 9 - COMMUNITY SELF RATING WIKI-SYSTEM • FIELD 10 – TRUSTMARK BASED ON CONTENT / TRUSTMARK BASED ON WEB 2.0 Transatlantic Dialog, 7th November 2008, Cologne

  16. FIELDS 1 & 2 • Field 1: The Name of the Game as it is commonly known. If there are other titles for this game in other countries the information should be captured in the other space. • Field 2: The primary publisher who is submitting the game for the trustmark. The immediate contact person along with the appropriate e-mail address, phone number and contact person in charge of completing the form. Transatlantic Dialog, 7th November 2008, Cologne

  17. FIELD 3: LEVEL • FIELD 3: INFORMATION CODED TO GIVE CONSUMERS INFORMATION REGARDING THE SYSTEMS OF THE ONLINE GAME/ONLINE-CAPABLE GAMES CONSOLE INCLUDED INTERFACES, IF THE CONTENT IS STATIC, ETC. Transatlantic Dialog, 7th November 2008, Cologne

  18. LEVEL 1. 2. 3. 4. 5. Game consoles-provide unfiltered access to the World Wide Web Possibility of introducing user-generated contents in the game New content based upon firmware updates or hardware extensions Interfaces that offer ability to upload photos and videos Games offering chat, IM, VoIP (with moderated/unmoderated chat) Transatlantic Dialog, 7th November 2008, Cologne

  19. LEVEL 6. 7. 8. 9. 10. Games that have a “Social Networks” core Subscription-based game financing Advertising-financed games Games with an e-commerce interface Games which contain cost-generating extensions, firmware updates, mods items, etc. Transatlantic Dialog, 7th November 2008, Cologne

  20. LEVEL 11. 12. 13. 14. 15. Games which evaluate the user’s physiological data (sport game, sport tracker, etc.) Games which collect/demand personally related data from the players Location-based services integrated in the game/game console (localization via GPS, mobile communications network, etc.) ... ... Transatlantic Dialog, 7th November 2008, Cologne

  21. LEVEL CODES • A: Content is static. Responsibility of the manufacturer • B: User-generated Content (the degree of input/game structuring, upload of photos and videos) • C: Communicative interfaces such as chat, IM, VoIP • D: Commerce (e-commerce, subscription, advertising, extensions at extra charge) • E: Privacy concerned (profile creation, location- based services) Transatlantic Dialog, 7th November 2008, Cologne

  22. SYSTEMS • Each game as a general practice has generally been rated several times based upon the area, country that retails the product. • As a result, a game may carry as many as three or even four ratings. • Publisher shall code the primary rating service selected to drive the coding of the trustmark. • Second and third rating systems should be listed in subsequent fields in order to assess consistency between country’s systems. Transatlantic Dialog, 7th November 2008, Cologne

  23. SYSTEMS CODES • E: ESRB- (UNITED STATES) • P: PEGI- (FRANCE) • L: ELSPA (U.K.) • PO: PEGI-ON-LINE • K: USK (GERMANY) • NI: NICAM (NETHERLANDS) • R: RSAC • I: ICRAC: CERO (JAPAN) • B: BBFC (U.K.) • AU: Classification Board (AUSTRALIA) Transatlantic Dialog, 7th November 2008, Cologne

  24. CONTENT • THE CONTENT IS REPRESENTED AFTER AN INITIAL CHECK OF THE 3 PRIMARY RATING SYSTEMS. • CODES ARE GIVEN BASED UPON VIOLENCE, SEX, LANGUAGE AND BIAS. • A CORRESPONDING MATRIX WILL BE DEVELOPED TO COORDINATE THESE VARIOUS DESCRIPTIONS WITH THE TRUSTMARK CODES Transatlantic Dialog, 7th November 2008, Cologne

  25. CONTENT • VIOLENCE • -V: MINIMUM VIOLENCE • V: PRODUCT CONTAINS VIOLENT CONTENT • +V: MAJORITY OF GAME CONTAINS VIOLENCE • XV: PRODUCT CONTAINS EXTREME VIOLENCE, GRAPHIC AND GRATUITOUS VIOLENCE Transatlantic Dialog, 7th November 2008, Cologne

  26. CONTENT • SEXUAL CONTENT • -S: MILD SEXUAL CONTENT • S: GAMES CONTENT SEXUAL CONTENT AND/OR INFORMATION • +S: GAME CONTAINS STRONG SEXUAL CONTENT • XS: GAMES CONTAINS HIGHLY EXPLICIT SEXUAL CONTENT Transatlantic Dialog, 7th November 2008, Cologne

  27. CONTENT • LANGUAGE • -L: MILD LANGUAGE IS USED IN THE GAME • L: INAPPROPRIATE LANGUAGE AND REFERENCES ARE USED IN THE GAME • +L: STRONG LANGUAGE IS USED THROUGHOUT THE GAME • XL: ADULT LANGUAGE INCLUDING EXPLETIVES AND COARSE AND SCATALOGICAL REFERENCES Transatlantic Dialog, 7th November 2008, Cologne

  28. CONTENT • BIAS • -B: MILD REFERENCES THAT COULD OFFEND CERTAIN GROUPS • B: REFERENCES THAT INCLUDE JOKES OF A RACIAL, GENDER, OR STEREOTYPICAL BEHAVIOR THAT WOULD BE OFFENSIVE. • +B: RACIAL EPITHETS AND HATE SPEECH • XB: EXTREME REFERENCES THAT ARE OFFENSIVE AND ENCOURAGE HATE AND CRIMES AGAINST SOCIETY. Transatlantic Dialog, 7th November 2008, Cologne

  29. AGE • The Age category is based upon the primary rating services category. • The number will be placed with a + after indicating that the product is intended for that specific age reference “and older.” • 3+: Ages 3 and older • 6+: Ages 6 and older • 8+: Ages 8 and older • 12+: Ages 12 and older • 13+:Ages 13 and older • 15+: Ages 15 and older • 16+: Ages 16 and older • Adults: Intended for Adults only Transatlantic Dialog, 7th November 2008, Cologne

  30. COMMUNITY SELF RATING SYSTEM • Wikipedia for international Rating Diskussion for specific Game Transatlantic Dialog, 7th November 2008, Cologne

  31. MATRIX EXAMPLES Transatlantic Dialog, 7th November 2008, Cologne

  32. MATRIX EXAMPLES Transatlantic Dialog, 7th November 2008, Cologne

  33. Transatlantic Dialog, 7th November 2008, Cologne

  34. DIFFERENT TRUSTMARK APPROACH Transatlantic Dialog, 7th November 2008, Cologne

  35. Thank You

  36. Contact Martin Pinkerneil Berater für Telekommunikation und Medien Zeltinger Str. 8 50969 Köln Germany mp@martin-pinkerneil.de Arthur Pober Media Consulting MINDBRIGHT, INC. 400 EAST 56TH STREET NEW YORK, N.Y. 10022 212.593.7141 arthurpober@AOL.COM

  37. Transatlantic Dialog, 7th November 2008, Cologne

  38. ONLINE GAMES MATRIX PROPOSED DISCUSSION DOCUMENT GLOBAL TRUSTMARK Transatlantic Dialog, 7th November 2008, Cologne

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