Survey Proves Parents Pay Close Attention To Game Ratings

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Believe it or not, young'uns, there was a time when video games didn't have ratings. And even when the ESRB came about, most parents didn't bother to take notice because after all, didn't all games feature little Italian plumbers leaping on the heads of cuddly creatures?

Obviously, we've come an awfully long way since then, and games require a rating system in much the same way movies do; interactive entertainment can be every bit as controversial and potentially harmful these days. And as a result, parents and even kids have taken notice. According to survey results released by The Harrison Group and Activision, 82% of parents and 75% of children who play games "are familiar" with the ESRB rating system. As an extra shocking statistic for someone who came from a generation when parents never played games, the survey also revealed that 63% of parents with children who play games consider themselves to be gamers. That number goes up to 83% for parents who are 35 years old or younger, which makes perfect sense considering that 35 is about the average age of a gamer in the industry. Additionally, 70% of parents pay close attention to the ratings on video games when purchasing them for their children or the family.

Other pertinent numbers include: 76% of parents say that "video games are a part of their family's life, and are something they're very comfortable with," and 62% of parents actually do their homework before buying a game. Said Mike Griffith, President and CEO of Activision Publishing:

"Parents rely on and value the ESRB ratings in helping them decide which games to allow their children to play. Our 'Ratings Are Not A Game' education initiative underscores our commitment to helping parents better understand and utilize the ratings system as they select age appropriate games and determine the best way for the entire family to enjoy the gaming experience."

Yes indeed, the ESRB is thankfully here to stay and parents are giving those ratings the requisite attention. And does anyone else think the ESRB is just far more accurate and perhaps even stricter than the MPAA...?

1/15/2010 12:25:22 PM Ben Dutka

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