Entertainment Software Rating Board Reminds Parents to Check Game Ratings
and Content Descriptors When Choosing Holiday Gifts

An independent study released today found that parents overwhelmingly approve
of the ratings assigned to computer and video games. The study, conducted by
Peter D. Hart Research Associates, was commissioned by the Entertainment Software
Rating Board (ESRB).

“Parents find computer and video game ratings to be highly accurate,”
wrote Hart Research in a memorandum summarizing the results. “The tastes
and values of ESRB raters consistently and reliably match those of American
parents.”

The study showed 400 randomly selected parents footage from popular computer
and video games. Respondents were then asked if they considered the actual ESRB
rating “about right,” “too strict,” or “too lenient.”
Interviews were conducted at ten shopping malls in different regions of the
United States in order to ensure geographic diversity. . .

An overwhelming majority of the time (84%), parents agreed with the ESRB ratings
or thought the ratings were too strict. Parents described the actual ratings
as “about right” in 77 percent of all instances and “too strict”
seven percent of the time. These results are consistent with previous studies
measuring parental agreement with ESRB ratings.

“This study confirms that parents find ESRB ratings accurate and trustworthy,”
said Patricia E. Vance, president of the Entertainment Software Rating Board.
“Parents can shop with confidence, knowing that ESRB ratings provide the
information they need to make informed purchasing decisions.”

ESRB ratings have two parts: rating symbols, which provide general age-appropriateness
recommendations, and content descriptors, which are short phrases that tell
consumers about specific content elements that may be of interest or concern.
Content descriptors also help explain why a game received a particular rating.

“Parents should check the rating every time they shop for computer and
video games,” Vance added. “It’s especially important to turn the
game box over and read the content descriptors. Rating symbols are a terrific
at-a-glance resource, but content descriptors add the kind of specific content
information that helps parents make fully informed purchasing decisions.”

ESRB rating symbols include “EC” (Early Childhood), “E”
(Everyone), “T” (Teen), “M” (Mature), and “AO”
(Adults Only). ESRB currently uses more than thirty standardized content descriptors,
including “edutainment,” “cartoon violence,” and “strong
language.”

Consumers can learn more about the ESRB rating system or conduct customized
ratings searches by visiting the ESRB website, www.esrb.org.
High-resolution images of ESRB’s rating icons may also be downloaded by the
media at the website.

The memorandum prepared by Peter Hart Research Associates summarizing the study’s
key findings is available upon request.

The Entertainment Software Rating Board (ESRB) is a self-regulatory body established
in 1994 by the Entertainment Software Association (ESA). ESRB independently
applies and enforces ratings, advertising guidelines, and online privacy principles
adopted by the industry.

Entertainment Software Rating Board
Matthew Kagan


The Kid Corner Section
of Xbox Solution is dedicated to helping parents find the best, and most appropriate
title for their young ones. At Xbox Solution we feel the best way to do this is
to educate parents about titles, methods and ratings that will help them make
the most informed choices for their kids. So whether you are the parent of a child
that plays the Xbox, or a parent concerned about current issues relating to your
child and gaming, we’ll help educate you to make a better informed decision. Have
feedback about Kid Corner? Contact
Us.

Filed under: Kids & Games

Like this post? Subscribe to my RSS feed and get loads more!