Penny Arcade creating ESRB ad campaign
by Ludwig Kietzmann 
{ Jun 2nd 2006 at 3:50PM }
With an angry mob of politicians and parents (and pareticians) waving their pitchforks and torches at the ESRB's front door these days, launching a new ad campaign might be a wise move -- at least a good deal wiser than dumping gallons of hot oil on your detractors. The powers that be at the ratings board have tapped none other than the Penny Arcade crew to create a new marketing initiative aimed specifically at gamers, one that hopes to illustrate the importance of those letters you may have glimpsed on American game covers.Thanks to the involvement of people who have actually played games before, it's a safe conclusion that we'll be spared from the usual in-your-face X-treme to the max gamer representatives that only exist in the minds of ill-informed marketing types. Instead, Gabe and Tycho have spent the last few months creating a series of characters, each one being paired with one of the ESRB ratings. As you might have expected, Tycho has already written short narratives for all the characters that explain just how the ESRB impacts upon their lives. These will no doubt be filled with words too gigantinormonomical to comprehend.
Though some teaser images were already shown at E3, Penny Arcade says that the full campaign will be invading magazines and websites very soon. We're hoping that 'ole DivX machine will be teaching us the ins and outs of the M-rating.
Reader Comments (Page 1 of 1)
32_Footsteps @ Jun 2nd 2006 4:01PM
Given how messed-up the ESRB is (it really relies on self-reporting, and I've seen the f-bomb let loose in at least one game rated E), you could have Gandhi shilling for them and they'd still have huge issues. Unless part of the deal involves Gabe & Tycho slapping around the actual raters and making them actually pay attention to the subject matter at hand, I don't see them actually affecting anything.
SickNic @ Jun 2nd 2006 4:02PM
Was I the only one that sent this in? Or did a bunch of people send it in?
Anyways, I'm glad the ESRB smartened up and picked Penny Arcade to do this. It's a great choice and I think PA will do very well.
Jose @ Jun 2nd 2006 4:07PM
I was just wondering how old Annarchy was, and what games she's played. I'm sure she only sticks to age appropriate games right?
Derbeste @ Jun 2nd 2006 4:24PM
Forget the DivX Machine.
The ONLY character that should be gracing the "M" part of the campaign is the Fruit Fucker. It illustrates the need for caution regarding mature games AND encourages you to buy wholesome and healthy fruit for various types of pleasure.
Cardboard Tube Samarai for "T" games.
Sabre @ Jun 2nd 2006 4:26PM
Ahhh...I was wondering what all those new characters were with the Penny Arcade signs at E3. My friend and I thought they were going to be expanding the comic with more characters or something.
"(it really relies on self-reporting, and I've seen the f-bomb let loose in at least one game rated E)"
That would be the fault of the developer/publisher for not reporting it...not the ESRB. The ESRB overall does a pretty good job at making what is in the game clear. It is the retarded politicians and ignorant/irrisponsible parents that can't seem to figure out what E, E+10, T and M are.
Geist @ Jun 2nd 2006 4:34PM
Heh. I wonder who their character for Adult-Only games is going to be? I keep thinking of a creepy old man with a fat beer belly.
Colin @ Jun 2nd 2006 4:36PM
They're going to use new, original characters for the ad campaign, so arguments over Divx vs. The Fruit Fucker are pointless. Although my vote is for Gabe himself to do M, he DID punch a baby.
32_Footsteps @ Jun 2nd 2006 4:38PM
@Sabre
I disagree. If it was merely the job of the game companies to properly report that information, we wouldn't really need a board to assign a rating. The companies would be free to give whatever rating they wanted (which you might argue they effectively do already).
Quite frankly, I think the ESRB needs to look harder at the subject matter at hand, and perhaps get some teeth in regards to companies that try to skirt the rules. They need to get more hands-on experience with the game in question and they need to make note where companies have been leaving out the details.
In theory, the ESRB ratings are the best we can hope for. In practice, I'm actually surprised they continued along as long as they have without a Hot Coffee incident happening sooner. It's great at making sure you know why a game received the rating it did. It's mediocre at making sure everything that should be catalogued is properly.
Derbeste @ Jun 2nd 2006 4:39PM
@Colin
Not completely pointless......the debate amuses me......which is why the world exists. hehe
Sabre @ Jun 2nd 2006 8:04PM
I can see where you are coming from 32_footsteps...BUT...think about how many games have come out since the ESRB ratings were created? How many "goofs" and "mistakes" have happened and slipped by the ESRB since then?
If you think about it that way, their hit/miss record isn't so bad. I'm sure there are PLENTY of movies and TV shows that have a certain rating yet certain "questionable" content is included.
Sendai @ Jun 3rd 2006 12:37AM
@sabre
lol, no, the developers just make the game and submit it to be rated. Short of not putting in bullshit that's hidden and then lying about (Hot Coffee), it's just the developer's job to submit the game for rating.
Sabre @ Jun 3rd 2006 5:46AM
"Technically" Hot coffee was NOT part of the final game that shipped and was NEVER meant to be played by those who bought the game. It had to be HACKED and MODIFIED but unfortuantely politicians and ignorant parents don't know the difference.
But like I said before...take a look at the THOUSANDS of games that have come out since the ESRB was created...now name all the titles that were "mis-rated."
NaviePoo @ Jun 3rd 2006 12:15PM
The ESRB???
PA has officially jumped the shark.
Mabui @ Jun 3rd 2006 7:45PM
Well, I actually have a simplier solution to this problem and it does deal with cracking down on those the fudge the books. All future titles from that company/publisher should be held until independant review can be made of their content to see if it matches with the "Shown examples provided"
This could be done for a number of titles or releases until they meet with the guidelines once more. I think a lot of developers and publishers would think twice after getting further delays.
Penny Arcade is a good choice, their comics aren't really as funny as they used to be, but much of the things they make for other people are still quiet humorous.. odd..
Soo @ Jun 6th 2006 6:56PM
@Sendai
Actually, the ESRB requirement process requires the developers to submit a report with what the most "violent" and/or potentially "offensive" parts of their game is along with screenshots and video clips so in a way it is somewhat of a self-report system. The ESRB only does a quick spot-check of the software - they don't pick over the game with a fine-tooth comb.