Electronic Arts' UK commercial markets director Sam Ebelthite has said that the responsibility is on games publishers to explain video games to parents and guardians.

Speaking to GamesIndustry.biz, EA's UK boss said that companies need to take steps to make it clear how games work and how to make sure that their children can enjoy them safely.

"As a publisher, we have a responsibility to make it as easy and demystified as possible to have those conversations, engage in that world with your children and make decisions that are appropriate for them.

"We want people to enjoy our games responsibly. We sell fun, we are people's playtime, and I think it's really important that we are a positive force for that."

This is an educational campaign that trade bodies – including the UK's UKIE – have been conducting for some time, with EA joining the fray last month with the Play Together, Play Smart push.

"We want to have the same impact on the video games world," Ebelthite said.

"We wanted to work with someone who could help make video games and that digital world more accessible and easier for parents to navigate."

This comes as publishers including EA have come under fire for the business models of their games, especially those aimed squarely at kids, such as FIFA. The firm is the subject of a number of lawsuits regarding its use of loot boxes and is also facing a huge fine in The Netherlands for this practice.