What They Play was a video game-centric website aimed at helping parents learn about content in video games, helping them decide what games their children should play. It was the first of several websites to launch under "What They Like, Inc.", other sites featuring books, movies and music followed.The site was launched in 2007 by two former Ziff Davis members Ira Becker, executive vice-president of the Game Group, and ex-1UP.com writer and Senior vice-president of the Game Group John Davison.