Submitted by Cloutboost

#SeizeTheControls: Parent Influencers for Responsible Gaming

Cloutboost ran a six-country parent influencer campaign for Video Games Europe promoting the PEGI rating system and responsible gameplay, reporting 360K total impressions.

6.8K# of Likes
500KAudience
10.4%Avg Engagement Score
6Countries
360KTotal # of Impressions

Case in 60 seconds

Video Games Europe introduced PEGI in 2003 and it is now used across 38 European countries, but parents still needed to know the rating system and parental controls existed and how to apply them at home.

The campaign appears to turn on parents trusting other parents over institutions, because a trade association explaining age ratings reads as industry self-defence while a parent showing the same tools inside family life reads as experience.

Put the five tips for responsible gameplay in the hands of parents who are themselves raising young gamers, so guidance about family gaming arrives from inside family gaming rather than from the industry body behind it.

Cloutboost worked with micro and mid-tier parenting influencers across the UK, France, Belgium, Poland, Italy and Spain, all with children aged 8 to 14 who game, creating Instagram Reels and Posts that featured their children and pointed parents to seizethecontrols.eu.

Cloutboost reports 500K audience across 6 countries, with 360K total impressions, 6.8K likes and an average engagement score of 10.4%, though how the engagement rate was calculated is not stated.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Parents of young gaming enthusiasts across six European countries, particularly parents of children aged 8 to 14 who game.
Parents are asked to supervise a form of play they often do not share, and the page frames the response around playing together and discussing game choices rather than around restriction, which reads as an attempt to move the conversation from policing to participation.
Based on the available evidence, an industry trade association advocating for responsible use of its own products carries a credibility problem, so the message was routed through parents describing their own challenges rather than delivered by the association directly.
Video Games Europe positioned itself as the source of the tools rather than the voice of the campaign, with PEGI, the PEGI app and parental controls presented as practical equipment and the association establishing itself as a leader in responsible gaming.
The tips target specific actions a parent can complete, such as downloading the PEGI app or setting spending and playtime controls, which suggests the campaign treated awareness as insufficient without a next step attached.

Creative & Execution System

Assets & channels

  • Instagram
  • Posts
  • Reels

Partners

  • Cloutboost (lead_agency)

Creator role

  • micro and mid-tier parenting influencers
  • parent influencers in six European countries

Results & Evidence

MetricValueResult type
# of Likes# of Likes 6.8Kperformance
Audience500K Audienceperformance
Avg Engagement ScoreAvg Engagement Score 10.4%performance
Countries6 Countriesperformance
Total # of ImpressionsTotal # of Impressions 360Kimpressions

Why Cloutboost's strategy worked

  1. 1

    Casting on parental circumstance rather than reach gives a public information message its evidence, because an influencer with an 8 to 14 year old gamer can show the parental controls working instead of describing them.

  2. 2

    A regulatory tool such as PEGI travels further when it is demonstrated inside an ordinary household routine than when it is explained as a system, which is what the five tips structure allowed each influencer to localise.

  3. 3

    Micro and mid-tier selection suits a six-market awareness brief because national parenting communities are small and language-bound, so several dedicated audiences cover the territory a single large account cannot.

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