Stephan Dreyer, Hans-Bredow-Institut Köln, 23.06.2009

1. there‘s a train a-coming:challenges in implementing a global rating system Stephan Dreyer, Hans-Bredow-InstitutKöln, 23.06.2009

2. Trains as metaphors what do trains and a global rating system have in common • complex technology • modular • high throughput • networks & standards • need for all relevant players to work together and what not… • unflexible tracks • fixed timetables • passengers that cannot decide for themselves Quelle: www.railfaneurope.net

3. status quo: rating systems Quelle: Wikipedia, „Video game content rating system”

4. status quo rating offline & online • there are regional/national variations of values, perceived risks and – hence - classification systems • many nations have difficulties setting up online rating systems • user-generated dynamic content is not rated – nowhere • all current systems are publisher-centred – same with online approaches • many of the systems are not capable of rating changing online environments

5. monitoring other approaches specific observations • consoles / closed hardware have been rating-business‘ motors • financial aid is crucial • it‘s all nothing without having reached the critical mass • no trust without transparency and comprehensibility • no help for orientation without knowledge on side of the consumer Quelle: Wikipedia, „Video game content rating system”

6. status quo challenges in the online triangle: consumers, industries, states • new business players • new parameters for production and market access • no physical borders • new level of consumer protection risks • new business models • social worlds without social control?

7. the p matrix coping with challenges • enabling global ratings while considering national pecularites • focussing on all players able to implement rating outcome • addressing new features and risks • supranational trustmark, national classification (collect, catalyze & translate ratings) • multiple incentive systems • handling vast amount of games

8. the p matrix advantages & drawbacks • economies of scale, with regard to • amount of games rated • classification • marketing • experience • support • costs • however, what to do with: • considering user-generated content • established national classification systems focussing on rating everything

9. regional vs. global online games on the fence (too) regionality globality values industry traditions access cultural identities content cultural markets markets consumer preferences target groups • but dad, difference is the new cool – • variety / diversity / identity / sovereignty / leeways

10. regional vs. global coping with the fence regional classification regional adaptions p matrix assessmentjunction commonclassificationcriteria standardtrustmark

11. design the idea behind it • p matrix as fundament and vision • need for substantiation and expansion • design the details • it might be a long journey from the drawing board to the trusmark • but once the train has left the station, it keeps moving faster Quelle: www.railfaneurope.net

12. what is the train for? „online games“ online content types of content to be rated static content dynamic provider-generated content dynamic user-generated content digital distribution add-ons Focus: Game Focus: Comm. streaming booster packs level / map emotes browser games patches hacks text chats applets updates mods audio chats online features level / map patches uploads ads(via provider, professional ad-server, user generated ads)

13. electronics defining relevant categories • first steps: transatlantic dialogue / LfM • important: scales / benchmarks • further research needed • risk: race to the bottom! [but: national pecularities could be excluded] Quelle: www.railfaneurope.net

14. waggons flexibility as a main point • games and markets change quickly, so should the system • openness for new • contents • risks • values • industry players • rating systems Quelle: www.railfaneurope.net

15. research decisions under certainty • basic research • identifying global values • borders of public communication (comparison) • monitoring new findings in media effects research • monitoring global and regional debates concerning media contents • scientific accompanying • development of criteria • drafting of the system with regard to regulatory best practice experiences • practical assessment • inspection of requirements • proof of concept

16. engine input / output • global engine: catalyzing, reconciling and translating different regional approaches (interoperability) [besides own assessments] • input: • interface for reading national / regional classifications • output (e-legible) • interface for regional / national ex post assessment • interface for transferring a global trustmark to national / regional trustmarks (level approach) Quelle: www.railfaneurope.net

17. buy one ticket, get one free relations between ratings and technology • importance of digital operationality for • software & hardware filter systems • age verification • targeted advertising

18. energy financing • system will need financing – but will pay off (medium-term) • consider financing through • supranational bodies • regional / national bodies • industry contributions • fees • important • sufficient • sustainable • flexible

19. engineers task force / working group • consider stakeholders from • supranational bodies • rating bodies/institutions • industry • research • consumer associations • why participate? • voluntary • flexible implementation in current systems • possible foundation for new national systems concerning online ratings

20. train‘s target group? addressees of the system static content dynamic provider-generated content dynamic user-generated content developer desired inevitable publisher excluded per se technicalsystems can be considered developer distributor publisher platform provider distributor console services etc. ad-server provider

21. driver organisation • entity must be • networker • moderator • streamliner • widely accepted • strong against forum shopping • supportive Quelle: www.railfaneurope.net

22. timetables time of rating • ex-post decision is not ideal when looking at production processes • ex-ante decisions are risky with regard to censorship debates • recurring classification is vital • proposal: graduated approaches depending on type of content

23. passengers informed and responsible consumers • trustmark as orientation • only one set of icons/labels to learn • rating as technical instrument for self-regulation (personal filters) • rating as basis for innovative age verification systems and other technical means

24. but: why not take the car? incentives • orientation for the consumer • supporting protection of minors (vs. „black sheeps“) • awareness of the trustmark • regularly international applicable • cost-benefit-ratio • national adaptions addressable via IP targeting • usable for to technical measures (e.g. consumer filters) • money (or better: no money)

25. next switches next steps • drawing board • assembly • realisation • implementation • coordination • evaluation

26. one word It‘s not a problem having a unique national approach in the field of youth media protection – but it‘s a pity not to share the knowledge and expertise in a systematic way.

27. Thankyou.