UKIE launches new parent hub

A new ‘Ask About Games’ parent hub has been launched by Ukie to support parents, caregivers and families in navigating the world of video games.

As technology continues to evolve, so does the landscape of parenting, with video game ownership now a staple in 70% of UK households. This new resource from Ukie aims to equip parents with the necessary tools and knowledge to engage in meaningful discussions about fostering healthy digital habits for their children. 

Bridging the Knowledge Gap 

Despite widespread belief among three-quarters of parents that parental controls are essential for safeguarding children, many of them have yet to fully utilise these protective measures. Four in ten parents admit they haven’t discussed online decision-making with their kids. Recognising this gap, ‘Ask About Games’ seeks to empower parents and families to activate these controls, which are readily available on all video game platforms. 

Nick Poole, CEO of Ukie, highlights the importance of this initiative: “Our mission is to empower parents with straightforward, practical resources that make video game safety easy to understand and implement. By offering expert advice and clear guidance, we aim to help families ensure a safe and enjoyable gaming environment for their children.” 

Expert Guidance and Practical Tools 

‘Ask About Games’ is backed by the video game industry and designed to distil expert advice into digestible insights. Recognising the time constraints faced by parents, it serves as a one-stop destination for accessing top-notch tips, starting the power up pact, and game guides that help parents navigate the video game landscape. The platform also offers a user-friendly guide on configuring parental controls, ensuring families can enjoy gaming experiences safely and joyfully, as well as the option to search and find games that suit families. 

For parents and caregivers nurturing budding video game enthusiasts, ‘Ask About Games’ offers actionable steps to support and guide their passion: 

  • Share the Games Experience: Explore comprehensive game guides to discover games tailored to your family’s age range and interests, fostering shared enjoyment. 
  • Implement Parental Controls: Download the Power Up Pact to agree on game time, then leverage the guidance provided to configure optimal parental controls tailored to your family’s needs. 
  • Leverage PEGI Ratings: Rely on the content guidelines provided by PEGI ratings to ensure the games your child engages with are age-appropriate and align with your family values. 

By embracing these proactive measures, parents, families, and caregivers can navigate the realm of video gaming with confidence, fostering a healthy and enriching digital environment for their children. 

Andy Robertson, Founder of the Family Gaming Database said: “In today’s digital age, it’s crucial for parents to be actively involved in their children’s gaming lives. Our API provides an instantly searchable library of the latest video games for ‘Ask About Games’ readers… to help parents and carers make informed decisions and foster positive gaming experiences.” 

Statistics Highlight the Need for Parental Involvement 

Research shows that parents are eager to enhance their child’s gaming experience by getting involved. Almost seven in ten (66%) parents talk to their children about the amount of time they spend playing video games. Furthermore, nearly nine in ten parents have set up at least one type of parental control, with the majority focusing on restricting in-game purchases and spending. However, eight in ten parents of children aged 4-18 (83%) express a desire to know more about parental controls and how to implement them, particularly those with kids aged 6-7. 

Positive Impacts of Video Games 

Beyond safety and control, video games offer substantial benefits for children’s development. Research produced by the National Literacy Trust shows that playing video games helps develop creativity, literacy, and empathy. Two-thirds of players (65%) reported that games helped them imagine what it would be like to experience the world through someone else’s eyes. 

The ‘Power of Play’ research further highlights the positive mental and emotional benefits of playing games, including enhanced creativity, problem-solving, and collaboration skills. These findings underscore the potential for video games to be a positive force in children’s lives when guided appropriately. 

To discover the hub, visit

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