me to build a miniature remotecontrolled aeroplane made of scrap metal it is not just advertising that is to be blamed todays parents dont seem to be taking the effort to spend time with their children adds sharma she insists that marketers focus on children even more aggressively in the us than in india in india most advertisements still talk to families however in the us there are a whole range of commercials that focus on children a 12yearold in india could be equal to a fiveyearold in the us in terms of brand consciousness adds sharma the one product that seems to have hit a chord with teenagers and children in their preteens in the last decade is the playstation after about 10 years of business in india nearly 18 million gaming consoles have been sold in india sony accounts for more than 80 of these and in 2012 the company did business worth around rs 500 crore and had sold 350000 units atindriya bose who heads the playstation business at sony however is not happy with the current situation research done by the company shows there are about 65 million gaming console users in india which means that every system is shared by almost four people bose believes that the company would have sold many more devices if it did not have to account for parents who are yet to understand the benefits of gaming devices in india many parents play the role of a gatekeeper and do not buy gaming devices for their children not because of the money involved but because they themselves do not understand the benefits of gaming devices bonding over games according to bose parents in india have not used gaming devices themselves and therefore are not as clued in as people in the west this is why the company has decided to emphasize on the fact that gaming can bring a family closer as it provides a platform for parents to play with their children as opposed to watching television wherein there is no scope for any kind of interactivity bose agrees that many games do feature gunfights and bouts but is quick to remind that gaming is certified by international agencies and therefore parents can intervene on behalf of the children and help them pick up the right game according to him most games that feature some form of violence are actually targeted at a more mature audience comprising college students and young professionals the gaming industry veteran feels that companies involved in producing such games and parents both need to take up responsibility to decide on the kind of games that children should be allowed to play there are so many games which help children solve puzzles become better quizzers and even improve their learning about geometry and other subjects some of the latest variety of games that are controlbased and use motion sensors such as virtual tennis also have a huge scope for father and son or mother and