Study Shows Parents Approve of Video Game Ratings; Entertainment Software Rating Board Reminds Parents to Check Game Ratings and Content Descriptors When Choosing Holiday Gifts

NEW YORK--(BUSINESS WIRE)--Dec. 5, 2003--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."

“Parents should check the rating every time they shop for computer and video games”

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.