The ISFE The ISFE was established in 1998 by the United Kingdom, the Netherlands, Germany and France before being registered in 2002. A year after the company’s registration, The ISFE created PEGI short for Pan-European game information. The ISFE membership comprises of twelve major game publishers listed in the images below.

The ISFE display statistics that they develop from their own online surveys. The way that they conduct the tests and the questions involved may be shaping the facts into a wrong result. It is difficult to believe that 50/100 gamers are women, unless they include or just measured games from the app store and social networking sites. Women are less likely to play XBOX or PlayStation by google's chart. Also, the tests were only based on feedback from 16 countries and not worldwide. Out of many different things that ISFE has brought games, the most useful is the PEGI rating. This lets people know which game to pick, in terms of difficulty, sexual nature, violence. Rating a game 18+ can make gamers want to purchase them, purely because 4% of games are rated 18+ making them rare. For my groups game Coffee Run, we have covered the age rating as 9+, for The App Store, the requirements for the game best suited the age rating assigned. Our game Coffee Run The game has no cartoon violence. Although Coffee Run does include a variety of hazards teaching the use of exaggerated dangers, for example: being knocked over by a crowd of customers. There are no traits relating to horror or dark themed content, perhaps the Nightlife world of Coffee Run is more ‘gloomy’, but still doesn’t carry any horror conventions, making it suitable for young children. There are no references to illegal uses of drugs or messages. There are elements of exaggerated behaviour by the protagonist, he runs, climbs buildings to get to work on time. A nine year old should have the common sense to understand that this is an exaggeration and should not imitate any of Theodores wild instinctive behaviours. There is no real language in Coffee Run, it has a good soundtrack to represent the noise and bright-Dark atmospheres.