On the morning of July 29 2004, a bleary eyed British public woke to find their tabloids screaming bloody murder. Paperboys across the country brought news of ‘MURDER BY PLAYSTATION’. It was just the beginning of what was to become the Manhunt affair.
During that tumultuous time for the UK game industry, Rockstar’s violent action game Manhunt became the single best known piece of electronic entertainment in the world. But this was no pre-planned PR stunt. 14-year-old Stefan Pakeerah’s tragic death instigated a savaging by the tabloid media, of video games as a medium, rather than Manhunt in isolation. As Stefan’s mother, Giselle, emotional and looking for someone to blame, was subjected to a media scrum, a single, persistent and defiant voice scrambled to be heard over the reams of condemnation. It came from ELSPA (Entertainment and Leisure Software Publisher’s Association) director Roger Bennett who now, nearly a year after the event, still has strong feelings for those who interviewed him, particularly broadcaster ITV.
"I thought it was despicable on their part, utterly despicable. We got to the point where we threatened them with court action. It was appalling. They never questioned the validity of Mrs Pakeerah’s position simply because she’d lost her son. It was political correctness gone completely mad."
Now, with the benefit of hindsight, it’s obvious that much of the reporting on the Manhunt affair was, in fact, incorrect. It was Stefan himself who owned the game, not, as was widely reported, 17-year-old Warren LeBlanc. The use of quotes from Mrs. Pakeerah, for example, "the similarities between Manhunt and what happened to my son show there is definitely a link of some sort" were printed without question. It’s something that Bennett feels bitter about.
"That was a totally despicable and unacceptable exploitation of somebody’s grief in my view. It was based on absolutely no evidence. Their agenda was to make a story out of something that held no evidence for doing so. It was an emotive and utterly manipulative piece of journalism on their part which was unfair to Mrs Pakeera and certainly disingenuous and verging on the illegal on the part of the games industry."
So incensed was Bennett by ITV that he broke off all links with the broadcaster. "[after we threatened them with legal action] they dropped it and changed the story immediately. We had a real row with them believe me. And I have told them under no circumstances will I ever do a recorded interview with them again, ever, because they manipulated it so much."
It’s easy to analyse the media coverage of the Manhunt saga and dismiss it as irresponsible journalism. Indeed the games industry is famous for talking to itself about such issues (Roger admits the recent ELSPA 'Media meets Gaming' conference was "rather disappointing"). More difficult is trying to explain why the tabloid media appears to campaign against games whenever an incident like the one we witnessed last summer occurs. Certainly Manhunt wasn’t the first game to be blamed for violent behaviour in youngsters. Think Mortal Kombat, Night Trap and Grand Theft Auto.
It’s been mooted that as the new kids on the block, games have taken a natural place as society’s whipping boy. With any new medium, traditionalists, who inevitably hold positions of power in the upper echelons of executive media offices do not understand gaming, and therefore fear it. As with TV, film and comics before them, this fear will inevitably manifest itself as negative coverage in the tabloid media.
Bennett himself believes that the current media demonisation of video games has as much to do with a lack of understanding as what makes gaming unique. "We have no human identity, only virtual. We can’t reel out a band like the music industry can a or a film star for the film industry. We haven’t got a human face and therefore to that end we are an even more vulnerable target. There aren’t any people other than the creators of the games to defend the position that they take.
"Of course we’ve had our icons. Lara Croft and Sonic and the Brooklyn plumber but they’re purely surreal identities. The general public and society as a whole won’t and can’t directly identify with them."
Detractors, however, cite other, more commercial reasons for the loathing with which the chattering classes holds the game industry. Among the ammunition the tabloid media threw at Roger during the Manhunt affair was the shameless marketing of 18-rated games in magazines obviously aimed at a young audience. He concedes that there are problems in this area.
"That is certainly an Achilles heel of the industry, probably the worst and most dangerous Achilles heel. There’s no readership data which is definitive insofar as games magazines are concerned, so whatever the game magazine publishers tell you in the context of the profile of their readers from an age point of view, you have to take as read. So if there’s an 18 rated game being promoted through the front cover promo the publisher has to make a decision whether the profile of their magazine is appropriate. It’s one of the dangerous areas in respect to 18 rated games."
Of obvious importance to the game magazine market is the bottom line. It would be commercial suicide for a magazine to completely ignore a multi-million seller like 18-rated Grand Theft Auto: San Andreas, also from Rockstar. It is however questionable whether it’s morally appropriate to include a review of the game in a magazine aimed at young teenagers.
Roger believes good progress is being made in this area. "The magazine publishers are becoming much more aware now of their vulnerability in this area and we’ve certainly pointed it out to them as well. They’re introducing, or at least accepting, the recommendations made by us, because an 18 rated game should not be promoted other than to an adult audience.
"There really does have to be a much greater level of responsible awareness within the publishing sector in these areas of adult content because it is unacceptable to use an 18 rated game as a tool to draw in under-18, especially younger kids, into playing that game. That is a seriously damaging position to take."
This same responsibility seems to have also eluded game publisher PR and marketing departments, who are also somewhat to blame. "Some of the wording that’s used on press releases and for 18 rated games is slightly inflammatory. Some of the PR stunts in the past have left a pretty nasty taste in some people’s mouths which hasn’t helped at all. But, generally speaking, we’re talking about a very small number of games (which we keep banging on about from a public perceptions point of view)"