[September 16, 2014] |
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ESRB Celebrates 20 Years of Rating Video Games and Apps
NEW YORK --(Business Wire)--
Mario, Sonic, Master Chief, Ratchet and Clank, Lara Croft,
Snake, and countless other video game characters have shared one
thing in common over the last 20 years: they're all featured in a game
that carries an Entertainment Software Rating Board (ESRB) icon. Today,
the ESRB, the organization that assigns age and content rating
information to video games and apps, celebrates 20 years of rating
interactive content, helping and educating parents, and ensuring the $21
billion video game industry markets their games responsibly.
Consistently praised by government officials1 and consumers
as the most effective entertainment rating system, ESRB ratings
have appeared on nearly every computer or video game sold at retail in
North America over the last 20 years. As the industry moved to various
forms of digital delivery, ESRB led by introducing a digital rating
service in 2012 to rate digitally delivered games and apps that made
getting a rating easy, fast, and cost-free for developers. Today,
whether playing a game on a video game console, computer, and
increasingly a mobile device, parents can find the trusted and familiar
ESRB rating icons.
"We are very proud of all that we have accomplished over the last 20
years, but we are even more excited about our future," said Patricia
Vance, president, ESRB. "The ESRB rating system is now used by millions
of consumers each year, and continues to prove itself as a trusted and
helpful tool to make informed decisions about games and apps. As our
industry grows and technology rapidly advances, we are focused on
enhancing and expanding the availability of our rating system across the
increasing number of devices. We look forward to serving game consumers
for many years to come."
20 Years of Highlights:
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ESRB started with five rating categories: EC (Early Childhood), K-A
(Kids to Adults), T (Teen), M (Mature), and AO (Adults Only). In 1998,
K-A was changed to E (Everyone), and in 2005, E10+ (Everyone 10+) was
added.
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The first rating certificates were issued on September 16, 1994. Some
of the first rated titles included Doom for Sega 32X (M), Pitfall: The
Mayan Adventure for Super NES (T), Super Punch Out!! for Super NES
(K-A), Sonic Triple Trouble for Sega Game Gear (K-A), and Donkey Kong
Country for Super NES (K-A).
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Of all the games rated by ESRB, 94% have been rated E, E10+ or T; E
remains the most popular rating category, representing nearly 70% of
all games rated.
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Awareness of ESRB ratings remains consistently high with 85% of
parents saying they are familiar with ESRB ratings.
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Over 20 years, ESRB has rated games and apps submitted by over 9,500
companies for more than 40 different platforms, starting with 8-bit
consoles.
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In addition to rating games, ESRB also enforces advertising guidelines
(Advertising Review Counsel established in 2000) and monitors privacy
practices as a COPPA Safe Harbor (ESRB Privacy Certified established
in 1999).
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ESRB is looking to the future by streamlining digital rating sevices
in collaboration with other rating boards across the globe.
20 Years of Support:
ESRB is fortunate to have support from industry, retailers, consumers,
and elected officials who praise its effective and widely accepted
content rating system:
Former U.S. Senator Joseph Lieberman: "Twenty years ago, I
listened as the video game industry said they could put a system in
place that parents would trust, retailers would use and game developers
would adhere to. I'm proud that today the ESRB ratings are so widely
accepted and reaffirm the belief that industry self-regulation is not
only possible, but can be highly effective."
Ted Price, founder and president, Insomniac Games: "For 20 years
the ESRB has been essential in protecting our freedom to express
ourselves as game developers. A lot of people don't realize it, but
games have been under threat of governmental regulation for years.
However, thanks in large part to the transparent, voluntary ESRB ratings
system, we as an industry have been able to successfully protect our
constitutional rights. As a parent, I absolutely appreciate having a
rating system to help inform my decisions about what games to bring into
my house. The bottom line for me is that without the ESRB's rating
system, the industry would not be where it is today."
Bob Puzon, senior vice president of merchandising for GameStop:
"GameStop would like to congratulate ESRB for 20 successful years and
their ongoing support of the annual 'Ok To Play? - Check The Ratings'
campaign. Through our partnership, we have been able to raise consumer
awareness about the importance of video game ratings in helping gamers
of all ages select the most appropriate gaming content for their
entertainment."
Michael D. Gallagher, president and CEO, Entertainment Software
Association: "ESRB has afforded the video game industry a tremendous
runway for growth. Video games are now a mainstay in our culture and
defining the future of entertainment in part because parents are
comfortable bringing the video game experience into their home. And the
fundamental tool they use to do that responsibly is the ESRB rating
system. After 20 years, ESRB continues to be the gold standard of
content rating programs."
To mark the organization's 20th anniversary, ESRB is
releasing a series of video
interviews featuring industry representatives sharing insights about
the past, present, and future of ESRB. In addition to Vance, Price,
Puzon, and Gallagher, interviews were conducted with:
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Don James, executive vice president, Operations, Nintendo of America
Inc.
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Tom Kalinske, former CEO, Sega of America
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Monica Vila, co-founder, TheOnlineMom.com
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and others
For all of the latest updates such as videos, images, and infographics,
including ESRB
Celebrates 20 Years and 1994
in Gaming, please follow ESRB on Facebook
and Twitter
or visit esrb.org.
About Entertainment Software Rating Board (ESRB)
The ESRB is a non-profit, self-regulatory body that assigns age and
content ratings for video games and mobile applications so parents can
make informed choices. As part of its self-regulatory role for the video
game industry the ESRB also enforces industry-adopted advertising
guidelines and helps to ensure responsible online privacy practices
under its Privacy Online program. Visit www.esrb.org
for more information.
1 Federal Trade Commission Report to Congress December 2009: Marketing
Violent Entertainment to Children
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140916005317/en/
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