This attitude from PRs, marketing people and game journalists, although not representative of gaming across the spectrum, at least fuels the fire that burns brightest in tabloid news rooms. During the Manhunt affair, Rockstar retailers were accused of milking the publicity the game was getting by refusing to remove it from shelves. It is the game industry’s apparent morally corrupt pursuit of financial success that has many traditionalists in uproar.
This isn’t to say eschewing responsible conduct for the bottom line is isolated to the game industry. The Manhunt affair also demonstrated similar form from the tabloid media. Such campaigns to ban games sell more papers; a concern prioritised over accuracy by any discerning redtop hack. This motivation is one Roger agrees with. "They don’t give a damn any more than the editor of the Sun gives a damn, or the News of the World. If it’s a good story they’ll go with it, certainly in tabloid television and the tabloid press."
The tabloid’s current position on games, a blanket "we are not in favour of them, thank you", can also be explained in terms of commercial pressure. Currently there are no big media conglomerates with toes dipped into the game industry. There have been suggestions this will change in the near future, with News International looking at purchasing options within the industry. It’s hard to imagine one of Murdock’s redtops badmouthing an industry it has considerable investments in.
As the UK game industry’s spokesman, Bennett is responsible for defending and promoting it, during times of crisis, and times of affluence. There are some however, who feel that during circumstances when the games industry comes under fire for causing violent behaviour in youngsters, he should be backed up by the very same publishers who got him into the mess in the first place. Certainly, during the Manhunt affair, Rockstar didn’t breathe a word as Roger sweated on ITV.
Even so, he still feels that this is the best policy. "I think they [Rockstar] were dead right, I really do. That’s what the role of a trade association is and the fact that we took that responsibility on for the Manhunt saga actually helped hugely in establishing much stronger commitment amongst the publishers to the codes of practices that already existed in respect to the distribution of adult or 18-rated content. A special task force was set up amongst the industry to look at ways in which these issues can be best addressed by ELSPA or the platform owners."
Roger isn’t pessimistic about what effect the Manhunt affair had on the games industry’s relations with the media. In fact, he views it as, perhaps, the very thing needed to move the issue forward. "The Manhunt thing gave the industry a kick up the backside and said: ‘you’ve got to get your house in order more.’ It had to be better understood and accepted. Each and every was just taking their own positions and not looking at the wider issues, and that’s understandable, they have a responsibility to their bottom line, they’ve got to create new games in order to maintain their existence. So the focus is going to be very much narrower than the one we can provide on their behalf. And that’s what our job is. We’ve got to look at the wider issues on their behalf and draw them to their attention when they may well impact on them, which is exactly what happened with Manhunt."
And is it working? "It really hit home, and it really has been a revelation. There is recognition that yes; they do need to have a strong and effective trade organisation that can speak on their behalf. The levels of support have been fantastic since then and during. The ELSPA board are fully committed to maintaining the levels of responsibility through developing voluntary codes of practice that everybody adopts and adheres to. It’s more important now than ever that people take a note and look at the wider issues and at least take them on board without necessarily reacting to them, because that’s our job."
Essential to any tabloid editor is judging the mood of its readers. They can get away with poor quality journalism about games because their readers aren’t gamers themselves, but, on the whole, concerned parents. As has been suggested, it’s certainly plausible that the game industry will simply have to wait for the current generation of twenty something’s who have grown up playing games and consider them as valid a form of culture as film and music to reach positions of power in the media.
Then, of course, there is a quicker, more proactive course of action; and that involves changing the public’s perception of gaming as a whole. The day a tabloid campaigns to ban evil games, then receive 200 letters of complaint from its readers, is the day the British public will never see a headline damning the games industry again.
The question is then, how do you change a mindset rooted in gamings growth from a child’s market? Roger believes the key is in education: "It is my very strong belief that the moment the games industry will become accepted within the establishment of society in the UK is when gaming is used as an educational tool. I’ve thought that for a long, long time. And there is certainly light at the end of the tunnel in that respect."
And, despite efforts to promote the educational value of gaming, we find ourselves, over 30 years after the first videogame breathed life into a new and exciting hobby, in a climate where it’s still hard to believe edutainment will find its way onto the front pages of The Daily Mail. How long before some other, fresh faced entertainment takes its place as the latest social pariah?