AIGDF makes a case of age-rating framework in gaming content

The All-India Game Developers’ Forum (AIGDF) recently released the ‘India’s gaming industry: Time for age and content ratings?” report, in partnership with the Indian Governance and Policy Project. It underscores the critical need for a structured age and content rating system tailored to the country’s unique cultural and regulatory landscape in a rapidly expanding gaming domain.

India’s gaming industry has seen a significant shift recently, turning into a major cultural force. According to a report by the Interactive Entertainment and Innovation Council in collaboration with the online gaming company Winzo, India's mobile gaming market is expanding rapidly, with the gaming industry’s annual revenue projected to nearly double from $3.1 billion in 2023 to $6 billion by 2028.

With games becoming more immersive and widely accessible, there is a growing call for all gaming companies to prioritise ethical practices. There have been calls for promoting responsible gaming that safeguards players and ensures the long-term health of the industry.

As gaming continues to evolve rapidly, it brings challenges such as addiction risks, cybersecurity threats, and the impact of microtransactions. Addressing these issues requires proactive measures to uphold ethical standards and maintain a fair and responsible gaming environment.

The AIGDF report provides a blueprint for industry leaders and policymakers to ensure that gaming in India is entertaining as well as safe and responsible. Commenting on the report and its findings, the association’s spokesperson Roland Landers said as the gaming industry in India continues to grow at an unprecedented pace, a robust framework must be established to protect younger gamers.

The report reveals that despite an estimated 425 million gamers, and the increasing consumption of gaming content, India currently lacks a standardised age-rating framework, unlike other digital content sectors such as OTT platforms, and frameworks in other nations/regions.

Given the massive number of gamers from India, the amended IT Rules 2021 that safeguard children, including the classification of online games through age-rating mechanisms, are yet to be implemented. Laws pertaining to the safety of children, when it comes to the online world, need to be more stringent.

The report further examines global age-rating systems, including the Entertainment Software Rating Board (ESRB) in North America and the Pan European Game Information (PEGI) system, providing valuable insights for a domestic rating model. Proposing features for age rating for gaming in India, it noted that there is a need for categories and descriptors that reflect the cultural sensitivities and legal requirements unique to the Indian context.

In the past, industry players have opined that ensuring that young players engage only with age-appropriate games is essential, and this can be managed by game developers using a robust rating system and monitoring tools to oversee minors' gaming activities. Moreover, creating a secure social environment in games is crucial by implementing measures that discourage negativity and provide options to report instances of bullying, harassment, and abuse.

Landers said, the gaming industry will continue to have the fastest growth in the media and entertainment sector over the next few years, and a substantial chunk of this growth will come from the free-to-play segment. “We have recently seen proposals for time and spending limits, and previously there have been bans. While the intent to protect is clear, these measures often feel like ad-hoc, knee-jerk reactions that could stifle the industry’s potential rather than nurture it. We are committed to ensuring that the gaming industry in India continues to flourish in a responsible and sustainable manner,” he added.

Gaming companies have been at the forefront of advertising campaigns in the past couple of years. Statista noted that in FY2021-22, Dream11 had the highest ad spend among fantasy sports and real money gaming companies in India, with around INR 21.6 billion. In the previous year, it spent more than INR 12.4 billion on ads. Games24x7 trailed second by a significant margin, having spent INR 9.77 billion in FY 2021-22 in advertising, up from INR 8.77 the fiscal before.

A collaborative approach to regulate and support this dynamic industry through global best practices, such as parental controls and age verification systems, a solution can be found to protect players without hampering growth.