Target Audience and Age Rating

Hi, I'm wondering what content you can have in your games without effecting the age rating of the game and target audience.

Blood- I've played a game called Monster Madness, which was a very bloody game but still manage to keep it's 12 Age Rating, however the game had no language so that's proably why it kept the rating of 12.

Language- Games with language such as the F word or S word usually go straight to a 15 or 18.

Violence- Batman Arkham Asylum had alot of Violence which was beating up convicts, there wasn't any blood and Batman AA made it to a 15.

My Target Audience is 12, what type of content can make it into a 12 rated game? I dont want language and i want Violence, and i dont want as much blood as Monster Madness.

Thanks for reading