Game Industry Will Extend Ratings to Versions for Phones, Tablets

Announces own PSA campaign to promote use of ratings system

By John Eggerton -- Broadcasting & Cable, 3/11/2013 9:50:45 AM

Video game manufacturers and distributors Monday launched their own public service campaign to educate the public about parental controls, particularly the Entertainment Software Rating Board (ESRB) ratings system, which they said they would extend to smartphones, tablets and online social gaming.

The move comes in the wake of increasing pressure from Washington following the Sandy Hook school shootings.

The National Association of Broadcasters, National Cable and Telecommunications Association, Motion Picture Association of America and American Cable Association launched a parental control/media literacy/mental health campaign two weeks ago similarly informing parents about TV and film ratings.

In announcing its campaign, the Entertainment Software Association pointed to a 2012 Peter D. Hart Research Associates study that found that 70% of parents check the ESRB rating before buying video games.

"This campaign will connect with consumers in an immediate and sustained way in addition to the traditional mechanisms over TV outlets," said ESA president Michael Gallagher. "By channeling our industry's compelling and innovative medium, we will instantly provide proven, practical, and effective information to millions of consumers."

ESA pledged to:

1. "Enhance public education efforts around video game ratings and parental controls by developing and funding a series of new PSAs;
2. "Utilize the unique interconnectivity and reach of the video game industry's platforms to promote these public service messages and related content;
3. "Coordinate with video game retailers to use both their physical store footprints and dedicated online networks to educate millions of their customers about video game ratings and parental controls;
4. "Work with policy makers to extend the proven ESRB rating system to the broader games ecosystem of smart phones, tablets, and online social games; and,
5. "Support and partner with nonprofits using video games for educational and other pro-social purposes."