“Age ratings systems are used to ensure that entertainment content, such as films, videos, DVDs, and computer games, are clearly labelled by age according to the content they contain. Age ratings provide guidance to consumers (particularly parents) to help them decide whether or not to buy a particular product.” (Pegi.info, 2015)
In order to localise our game, research had to be done regarding age rating in the territories we targeted for release. And, if necessary, change certain aspects of the game, to better align it to a specific rating in a region.
Rating is always taken into account when designing a game because the developer’s aim is to be able to market to as wide of an audience as possible and receiving certain ratings, such as the “AO”( adults only ) rating in the US or the USK 18+ in Germany, may result in low to non-existent sales in that particular region.
As an indie developer this is even more important, because of the tight budgets when it comes to production and marketing. Every sale counts when you’re a small studio, losing sales because of the age rating can really hurt your game and your studio.

Our game is an isometric zombie survival/shooter with very stylised graphics. The player takes control of a human character and is tasked with shooting shambling zombies that are attacking him. When aiming for a rating I took several factors into account:
- the game contains violence ( the player shoots the zombies, the player gets attacked/hurt by the zombies )
- the depiction of death and dead people ( zombies, player when he gets killed )
- blood and gore (when the player shoots the zombies stylised blood spray is released as well as when the player is hurt )
Taking the previous factors into account I reached the conclusion that the ratings our team should be aiming for are as follows:

PEGI 16 for Europe
T for Teen in the US
USK 16 in Germany
Aiming for these ratings would allow us to keep the game vision intact. Changes had to be made to the German version of the game because the rating body of the country is more strict. In order to meet the USK 16 requirements all the depictions of blood in the game had to be changed and as a result the colour of the blood in the German version is green.
Bibliography:
Esrb.org, (2015). ESRB Ratings. [online] Available at: http://www.esrb.org/ [Accessed 10 Nov. 2015].
Pegi.info, (2015). PEGI Pan European Game Information – Welcome. [online] Available at: http://www.pegi.info/en/index/id/952 [Accessed 10 Nov. 2015].
Usk.de, (2015). USK: Herzlich willkommen bei der USK. [online] Available at: http://www.usk.de/ [Accessed 9 Nov. 2015].
Wikipedia, (2015). Unterhaltungssoftware Selbstkontrolle. [online] Available at: https://en.wikipedia.org/wiki/Unterhaltungssoftware_Selbstkontrolle [Accessed 9 Nov. 2015].
– Marius Anton – Design Lead