GI.Biz Interview: ELSPA's Andy Payne

On Tuesday, as part of the Digital Britain review, the UK Government finally backed PEGI as the sole classification system for games in the UK, after over 12 months of campaigning by the industry.

A decision universally praised, there are still many questions to answer about the practicalities of the new system, as well as beginning the ongoing work marketing PEGI and educating consumers on the changes. In this exclusive interview, chairman of ELSPA Andy Payne details the next steps for the organisation and the industry, including when the new system is expected to be legal, how awareness campaigns will be funded, the media's involvement in spreading information and how publishers and format holders can help back the system.

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