Some hints for non-gamers
Racoon City is the location of the first zombie outbreak in Resident Evil.
Super Bug is the in game pest control company in GTA V. The characters use them as disguised for a robbery.
The Minecraft creep is on the Minecraft t-shirt.
The Bioshock T-shirt is a reference to one of powers available in the game.
That's the pigs on the Angry Bird T-shirt.
4+. This is the rating for an application with no objectionable material. You can think of it like a U rated movie.
Drugs
References to illegal drugs or drug misuse must be infrequent and innocuous, or have a clear educational purpose or anti-drug message suitable for young children.
Imitable behaviour
Potentially dangerous or anti-social behaviour which young children may copy must be clearly
disapproved of. No emphasis on realistic or easily accessible weapons.
Language
Infrequent use only of very mild bad language.
Nudity
Occasional nudity, with no sexual context.
Sex
Only very mild sexual behaviour (for example, kissing) and references to such behaviour.
Threat
Scary or potentially unsettling sequences should be mild, brief and unlikely to cause undue anxiety to young children. The outcome should be reassuring.
Violence9+. This rating may include cartoon violence and/or mild suggestive, horror or fear-themed content not suitable for very young children. Think of it like a PG movie.Violence will generally be very mild. Mild violence may be acceptable if it is justified by context (for example, comedic, animated, wholly unrealistic).
Drugs
References to illegal drugs or drug misuse must be innocuous or carry a suitable anti-drug message.
Imitable behaviour
No detail of potentially dangerous behaviour which young children are likely to copy, if that behaviour is presented as safe or fun. No glamorisation of realistic or easily accessible weapons such as knives. No focus on anti-social behaviour which young children are likely to copy.
Language
Mild bad language only. Aggressive or very frequent use of mild bad language may result in a work being passed at a higher category.
Nudity
There may be nudity with no sexual context.
Sex
Sexual activity may be implied, but should be discreet and infrequent. Mild sex references and innuendo only.
Threat
Frightening sequences or situations where characters are in danger should not be prolonged or intense. Fantasy settings may be a mitigating factor.
Violence12+. This category of app may contain infrequent mild language, intense cartoon violence, realistic violence or mild use of mature or suggestive themes. It may also contain simulated gambling. It's subject matter could be similar to a 12 movie.Violence will usually be mild. However there may be moderate violence, without detail, if justified by its context (for example, history, comedy or fantasy).
Drugs
Misuse of drugs must be infrequent and should not be glamorised or give instructional detail.
Imitable behaviour
No promotion of potentially dangerous behaviour which children are likely to copy. No glamorisation of realistic or easily accessible weapons such as knives. No endorsement of anti-social behaviour.
Language
There may be moderate language. Strong language may be permitted, depending on the manner in which it is used, who is using the language, its frequency within the work as a whole and any special contextual justification.
Nudity
There may be nudity, but in a sexual context it must be brief and discreet.
Sex
Sexual activity may be briefly and discreetly portrayed. Moderate sex references are permitted, but frequent crude references are unlikely to be acceptable.
Threat
There may be moderate physical and psychological threat and horror sequences. Although some scenes may be disturbing, the overall tone should not be. Horror sequences should not be frequent or sustained.
Violence
There may be moderate violence but it should not dwell on detail. There should be no emphasis on injuries or blood, but occasional gory moments may be permitted if justified by the context.Sexual violence may only be implied or briefly and discreetly indicated, and its depiction must be justified by context.
17+. These applications contain mature themes like frequent realistic violence, sexual content and references to alcohol, tobacco and/or drugs. It is not suitable for anyone under 17 and can be treated like an 18 rated movie.
Killers focus on winning, rank, and direct peer-to-peer competition. They are engaged by leaderboards and ranks.
Achievers focus on attaining status and achieving preset goals quickly and/or completely. They are engaged by achievements, either determined by the game or themselves.
Explorers focus on exploring and a drive to discover the unknown. These players may end up knowing how the game works and behaves better than the game creators themselves.
Socializers focus on socializing and a drive to develop a network of friends and contacts. They help to spread knowledge and a human feel, and are often involved in the community aspect of the game.
Show your understanding of the profile of your target audience by mocking up what their iphone screen would look like - think about what games, news feeds, social media apps etc. you would expect to see there.