A complement to the Web portal's game-focused properties, the new site offers parents a guide to games, from ratings and reviews to connecting with other parents about making informed buying decisions.

A centerpiece of AOL PlaySavvy is Gaming 101, which explains the rating system for games promulgated by the Entertainment Software Ratings Board as well as how to use parental controls on different game systems such as PlayStation and the Xbox.

It also provides tips on which online games and sites are safe for children. "Parents are often not aware that games have ratings on them," said Libe Goad, the editor in chief of PlaySavvy. "There really still is a huge lack of knowledge about game ratings and what they mean. People just don't pay attention sometimes."

Goad said AOL PlaySavvy is especially aimed at moms, since they usually "hold the purse strings and are the household decision-makers."

The site lists games by various categories such as game systems, age and content along with reviews and recommendations supplied by Common Sense Media, a nonprofit that offers parents information and advice online about media and entertainment choices.

A Q & A section poses questions such as "How do I know if a game is too violent for my child?" and allows users to post comments in response as well as providing a formal answer from AOL staff. In the works is a panel of women who are parents and also work in the video game industry to field questions on the site weekly.

But PlaySavvy is about selling as well as safety. The site will carry advertising geared to its target audience "by creating appealing campaigns around the content," said Goad. She added that advertising on the site will resemble that across AOL Games, including endemic ads and spots from major consumer brands.

In addition to advertising, PlaySavvy's buying advice also encourages parents to get games or game systems their kids really want. "Sure, you know that your son spends hours playing PlayStation 2 at home, but maybe he has a lot of fun playing games on the Xbox when he's at Timmy's house, and would love to have one of his very own," reads an article on the site.

So if you don't get your kid an Xbox, does that make you a bad parent?

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