Grand Theft Auto 4 hits the shop shelves today (locally). I can’t say that I was surprised to see lines going outside the local EB shop. What did surprise me though, was the amount of mothers that had been convinced to g down and pick up a copy of the latest game for their kids, while their kids were at school. I heard the attendant behind the counter ask several of the mothers what their kids ages are. One that I overhead said she had an eight and a nine year old and not to worry because they’ve been dying to have this game for ages and all their friends will have it. Even though this latest episode in the series is rated MA, the pure hype behind it is almost making it a requirement for any cool console lovin’ kid at school to have it.

The hype is not being generated by kids but by adults in the media. I too appreciate the concept of the game and have enjoyed several episodes on my laptop while travelling. Do I think it’s appropriate for kids? No way. But what do you do? Game consoles are really targeted at kids or kids at heart – people who want to escape, guys who don’t want to grow up, like myself. Big boys want to play big boys games. How do you tell young kids that no, they can’t play that game? I personally have no trouble enforcing these types of rules in my household, but obviously a lot of other people either 1) don’t know what is they are getting for their kid or 2) don’t care or 3) know, do care but give in to the pressure.

Consoles have moved beyond being the gaming system f the household to become a DVD/media centre as well. Adults are a major focus in marketing efforts. I’ve been anti-console for quite some time but even I am seriously considering getting a console, not only for the games that you can’t get on PC, but also the extra features, both interactive Internet features, BD Live style features and even for the communication tools.