IDG Entertainment Launches

SAN FRANCISCO, CA – NOVEMBER 21, 2006 – IDG Entertainment (IDGE), a leading interactive entertainment-information provider, announced today the launch of, the first web site designed specifically for parents of young gamers, dedicated to providing them with the insight they need to make smart game buying decisions.

The goal of is to provide timely and authoritative facts that clearly define the contents of many questionable games that are on the market today or are soon to be released. Three unique perspectives provide insight into each game covered and deliver enough information to help parents make smart game purchasing decisions based on their own criteria for raising their children. Dad's Watch: Examines the level of violence, sex, mature language, and drugs in a game and looks at its real-world value and potential impact on a child. Mom's Take: Looks at any social or psychological concerns with a game and addresses the questions: Will this add to a child's academic achievements, or increase/decrease physical activity? The Kid's Pitch: Provides insight into what your child may tell you about the game to try to persuade you to buy it for them. Also included is a PlaySmart descriptor that provides additional insight into the ESRB rating for a particular game and why it was rated the way it was.

"We recognize parents' need for straightforward information about a game's content, beyond what they can read on the cover of a game, and in a language that they can relate to in order to help them make quick informed decisions about the games their kids want to play," said Daniel Orum, president of IDG Entertainment and father of a 14 year old boy. "While the ESRB rating system is a valuable tool it doesn't accommodate the subtleties of each parent's personal preferences for their child. Our goal with is to provide just enough insight in a useful format to become a reliable resource for parents."

One of the most innovative features of is a list of Alternate Picks for each title reviewed. If a parent chooses not to buy the game in question they can select an alternate title from this list and feel confident that it will include much of the same entertainment value without the content parents may have deemed inappropriate.

The Dad's Watch perspective on is penned by Wes Nihei, the father of an 18 year old boy and a veteran of the video games industry. "Raising my son in a very technology centric environment, surrounded by video games, presented me with many challenging decisions," said Wes. "I have a unique love of games but I appreciate that parents have their own criteria for choosing games for their family and am very happy that we are able to provide the essential information that they need to make these choices through GameProFamily."

The Mom's Take is authored by Ellen Mulholland, a middle school teacher and mother of two. "Everyday I am faced with important decisions about how to raise my daughter and son," said Ellen. "These decisions often have to be made on the fly. I hope that my experiences will help parents to be more confident about the games they choose to expose their children to." includes feature stories that provide in-depth analysis of relevant gaming issues and a daily news feed that will keep interested parents up-to-date on future releases and important announcements. A definitive rating system is also available for all games reviewed: a green light indicates "safe for all ages," a yellow light suggests "use caution," and a red light means "not appropriate." Screen shots allow parents to see games imagery before their kids see it.

About IDG Entertainment

For over 17 years, IDG Entertainment (IDGE) has led the industry by providing a portfolio of highly read multiplatform gaming magazines and web sites. Print products include GamePro magazine, Star Wars Insider magazine, Code Vault magazine, and the IDG Entertainment Industry White Paper. The IDG Entertainment Online Network, the third-largest gaming-information network worldwide with over 9 million unique visitors per month (comScore MMX, 05/06), includes,,,,,,,,, and The portfolio provides synergy between print and digital properties, reaching over 12 million consumers monthly. Information on all of IDGE's properties is available at