• author
    • Dave Goodfellow

    • October 30, 2013 in Opinion

    Digital Australia Report: 71% of parents use games with their children for education

    I recently attended the launch of the Digital Australia 2014 report, prepared by Bond University for the Interactive Games & Entertainment Association Australia.

    Digital Australia 2014 is the fifth study in a series conducted by Bond University and takes an in-depth look at the interactive games sector in Australia. Here at Rinsed we specialise in the video games and technology industries meaning it’s absolutely essential reading for the whole team, and gives us a really detailed insight into what’s happening in the industry.


    The report was divided into five sections; Games and Digital Media in Australian Households, Gamers in Australia, Families and Games, Ratings and Classifications of Digital Games and Attitudes about Games.

    The highlights

    While the headline that ‘7-in-10 Australians play computer games’ has been widely reported, to me, this is among the least surprising findings in the report.

    What most interested me most is that 71% of parents play games with children for education, and that such a high percentage of parents (94%) think their children are learning more about technology by playing games.

    My view is that previously, parents have held negative views on gaming. This happened for a number reasons, with some believing games make their child lazy, and others perceiving them as involving too much violence. Because of this, it has always been a challenging sell for an agency like Rinsed to convince parents of the benefits of gaming, and to encourage them to purchase a console and/or certain games.

    This leads to another interesting fact from the report; internet and social media sites are deemed more of a concern to parents for their children than gaming. It seems that overall, gaming is becoming less of a concern for parents and their children.

    Statistics such as these, along with the change in attitudes from parents, will have an effect on how we attack client briefs moving forward. Overall, the report provided some great insight into the video games industry and will have a major influence on how we manage responses and strategic recommendations for our clients.