Parents: pay attention 

to video game ratings

Senate Majority Leader Mark Norris today urged Tennessee’s shoppers to pay careful attention to the age and content ratings provided by the Entertainment Software Rating Board (ESRB) when purchasing computer and video games as gifts this holiday season.

A recent Entertainment Software Association (ESA) poll found that 43 percent of Americans plan to buy one or more games in 2009, and the majority will do so during the holidays.

This high volume of game purchases makes it even more important for parents to make sure the games they buy are appropriate for their families.

"Buying computer and video games isn't child’s play. Shoppers need to make sure they understand what's in the games their children will be playing, just like they should know what movies they see and books they read," said Sen. Norris.

"The ESRB age ratings and content descriptions provide consumers with the details they need to decide what games are right for them, and I'd urge all game shoppers to use them this holiday season and throughout the year."

ESRB ratings employ a two-part system. Rating symbols appear on the front of virtually every game's packaging and provide an age recommendation, such as EC (Early Childhood 3+), E (Everyone 6+), E10+ (Everyone 10 and older), T (Teen 13+), M (Mature 17+) and AO (Adults Only 18+).

On the back of the package, next to the rating, are content descriptors, which are short words and phrases that provide information about what's in the game that may have triggered the rating, or may be of interest or concern to parents.

"As a parent, I know it can be difficult to keep up with all the entertainment options out there for our children, but the reality is that video games are among the easiest for parents to manage," said Patricia Vance, president of the ESRB, which assigns video game ratings.

"The ratings on the package give valuable guidance about content and age-appropriateness, and we now provide 'rating summaries' on our Web site and to your cell phone, which give an even more detailed description of content in a game that parents would want to know about.

“Parents should use these resources to make sure the games they're giving as gifts this year are ones they deem OK to play.”

"Video games are again one of the hottest items on the wish lists of millions of children this year, mine included," said Michael D. Gallagher, president and CEO of the ESA, the trade association representing U.S. computer and video
game publishers.

"The various tools provided by the ESRB make it easy for parents to choose which games are right for their kids. By choosing appropriate titles, computer and video games can provide families with hours of shared entertainment at an excellent economic value."

All game rating information as well as rating summaries can be found by searching for titles on the ESRB's Web site (www.esrb.org), as well as via a mobile Web site at m.esrb.org that enables parents to look up rating summaries right from the store aisle when they are unsure as to whether a particular game is right for their child.

This year, the ESRB celebrates its 15th anniversary.

Since 1994, the organization's rating system for computer and video games has been an effective mechanism for
informing consumers.

The latest report of the Federal Trade Commission revealed that nearly 90 percent of parents are aware of the ESRB system, and over 70 percent of parents use it regularly when deciding which games to buy.

In addition, the report called the system "a useful and informative tool that parents increasingly use to help them make informed decisions about games for their children."

The Entertainment Software Association is the U.S. association dedicated to serving the business and public affairs needs of companies publishing interactive games for video game consoles, handheld devices, personal computers, and the Internet.

The ESA offers services to interactive entertainment software publishers including a global anti-piracy program, owning the E3 Expo, business and consumer research, federal and state government relations, First Amendment and intellectual property protection efforts.

For more information, visit www.theESA.com.

The Entertainment Software Rating Board is a non-profit, self-regulatory body established in 1994 by the ESA.  ESRB independently assigns computer and video game content ratings, enforces advertising guidelines, and helps ensure responsible online privacy practices for the interactive entertainment software industry.  For more information, visit www.esrb.org.