The video game industry on the US side announced its plans to better convey the standards of the Entertainment Software Association and ESRB through a Public Service Announcement (PSA) campaign.
Every storefront, whether it be physical or digital, is required to display ESRB ratings for each title, and each game cover art must show its rating and what aspects of the game makes it qualify for that rating. Still, Mature-rated games end up in the hands of underage children, which exposes them to violence and adult themes, and, more often than not, the gaming industry often receives backlash in result. However, with the aid of ESA, the gaming industry plans to set forth a PSA campaign that directs its attention towards more efficient means for customers and parents to regulate what’s coming into their households.
Considering the fact that the industry as a whole “has more than 300 million interactions with consumers through online storefronts and video game play,” it’s no wonder that more and more problems arise, since the opportunity for problems increases alongside that regular influx of connectivity between the industry and customers. To help manage this, the industry as a whole will:
-Featuring new PSAs on video game platforms that will expand on the series already completed and available here;
-Providing consumers with information on video game-specific web sites and online stores;
-Providing PSAs to video game industry news and fan discussion sites for use;
-Encouraging broadcast outlets to run the PSAs on local channels;
-Working with federal and state elected officials to provide rating and parental control information to their constituents; and,
-Distributing PSAs to retailers for use on their in-store and online channels.
In response to the statistics indicated in ESA’s official press release, 85% of all parents with children who play video games know about the ESRB rating system, but only 70% of those parents regularly check the ratings of the games that their children are playing. Statistically, these numbers are relatively strong, but the room for error is still vast, and the gaming industry coupled with ESA wants to eliminate as many contingencies as possible to further strengthen the industry for its developers, its retailers, and its customers by proxy.
The ESRB system has rated video game titles for 18 years, and, though there isn’t any form of rating competition for ESA, the company wishes to bolster what’s already well-founded in order to secure the future of the industry.
For more information on ESA and the ESRB rating system, click here.