In its continuing battle against apathetic parents, the ESRB is launching a brand new ad campaign promoting its mobile ratings guide (viewable after the break). Both the iPhone app and mobile website will allow searchers to get disturbing and/or hilarious descriptions of all rated games. In addition to promoting the search program, the campaign should also raise awareness of the ESRB's existence.
"I'm always choosing between what my kids want and what I think is best for them," the commercial's faux parent states. While the mobile tools should help parents make better decisions, we still think there's an even more valuable asset for parents to use: common sense. For example, you may want to ignore Timmy's suggestion to get Assassin's Creed or Modern Warfare. The titles alone should make it pretty clear these are games about killing people.
The ESRP (and MPAA) need to just go away, or at least their rating systems do. Just give me a list of what's in the game, and I'll decide myself if it's for "Everyone"
People have a difficult enough time understanding game ratings when it's boiled down to one letter. Do you honestly expect them to have the level of reading comprehension necessary to understand the implications of the words "Blood and Gore" on the back of a game box?
Are you serious? Maybe that'd work for you, but the purpose of the ESRB is to provide and easy to use rating system that immediately tells people if the game is right for them. Making people read a list of what's in the game would be annoying and would make the problem of parents not understanding what's in the game even worse.
As Kyle mentions in a comment below, the ESRB exists as the industry's attempt at self regulation. If the ESRB were to "go away" or outright fail, the government would then take over regulation of video game sales and restrictions, and I'm pretty sure you don't want to leave the choice of what games you can or can not purchase up to government.
Let the ESRB do it's thing and provide information to those that don't know, and you continue to have the option to use their recommendations and/or educate yourself about each title before purchase. Let the government take over, and you will have the option of using their recommendations or going to jail/paying absurd fines. Seems like a no brainer to me.
@Jason Statham "Making people read a list of what's in the game would be annoying and would make the problem of parents not understanding what's in the game even worse."
How exactly would having parents read a list of what's in the game make them not understand what's in the game?..
"Hmmm, this game contains 'Blood and Gore' and 'Nudity'... I'm so confused about what's in this game."
You just don't get it. You underestimate the stupidity of parents. They not going to bother to read the contents of what their kid is buying. Like that one lady who saw the airport scene from MW2 with her son. Even though there was an M on the front and a description on the back, she was still shocked that there was actual violence in the game. Trust me, a lot of parents are like that.
I'm not sure if you've got kids of your own, but please don't complain about the ESRB. They've done their job about telling you what's in the game and it's the parents' choice to show their kids whatever they want to see.
Kid 1: Hey Billy, what kind of games do you have on your phone? Kid 2 (AKA Billy): Not much, my mom locked me out of all the good ones Kid 1: We can still browse porn sites over 3G though right? Kid 2: Absolutely Kid 1: Awesome
The moral of the story? I can't sleep. The more you know.
I actually sorta like the idea, I assume it has a UPC scanner(?) that or she can type insanely fast.
I will admit that it is nice to finally see an app that lets parents properly stand up to the unjust violence against robots that have plagued video games since I was a mere conscript.
Lets hope this sounds the deathknell of the carbon plagues anti robot propaganda!
If this happens say goodbye to free and cheap iPhone games. ESRB rating submission is $2000 a pop. And that's not including if you get rejected the first time around. This will be the absolute worse thing to happen to mobile gaming.
I use to work for a MMO publisher (Aeria Games) and we considered getting our games rated. It was far too much a hassle to go though and in the end the only one that benefited was ESRB.
And how far will their long arm reach? There are alot of mobile games that are not really games. will those be rated? What about productivity apps? Will those require ratings?
This is just a cash grab by a ratings system that's becoming obsolete.
The article is talking about a new app and mobile website that lets you view the ESRB rating and details of existing games. Nowhere does it mention anything about applying an ESRB rating to games or utilities in the app store.
The ESRB is needed so that the industry polices itself versus the Federal Government having to get involved more heavily to the point where there are laws. It's called being responsible, and this ad campaign is teaching parents to be the same for once. I guess the reason why they shot the commercial in a Wal-Mart is because they have one of the worst ESRB shop fail rates.
Most people who own a phone capable of more than snakes and are adults anyway and most parents who own an iphone aren't going to let their kids walk off with it. Its like ratings on films, it only stops over the counter sales/rentals, with electronic shops like itunes how do you police it, answer is you don't or least you'll only hinder the honest people.
I think people are misinterpreting the article, it doesn't mention anything about mobile games requiring ratings, just an app that lets parents check the ratings of normal console games and their descriptions.
I hate ESRB, but only because I am 14. They ID you if you ask for anything that is M-rated. Had to pay my mom to buy me the orange box. I do think however that they are doing their job. Maybe this will stop kids that are younger than me from playing GTA while I can't.
Unfortunately there is still going to be 10 year old kids playing COD on live cussing and calling me racial slurs still.
On a side note, I think stores should be fined if they sell a game to a child not suitable for its content(unless they already do). Because we all know we cant leave it up to the parents in most situations.
Leave parenting to the parents. If they're going to be dumbasses, then they're going to be dumbasses and there's nothing you can do about it. Just leave it at that.
@Josh, I don't think leaving parenting solely to the parents is the best idea. I have seen and helped many kids of bad parents who were left to parent how they saw fit, and when given the chance it just left to further neglect. imho if movie theater's wont let you in without a parent, then retailers who sell games with a Teen Rating and above shouldn't be aloud and or held accountable for selling to that person unless they meet the requirements of either age or parent buying the game.
I mean its pretty freaking easy to buy a game here in the state of WA, no one cares at the local Gamespot / Bestbuy if your 14 and want to purchase the latest MW2. I think if the ESRB rating was taken a bit more seriously by parents / retailers then you wouldnt see as much Network coverage on games like Mass Effect / MW2 like we have....
But then again im probably wrong. Just my opinions.
Actually, the video shows me what is wrong with simplifying game descriptors, even though I've never read a ratings box that said "Robots Explode and Limbs Fly Off." That sounds a lot more serious than it probably actually is. The "Blood and Gore" in the Halo series is limited to a few red sprays whenever you're shot and some blood streaks on the ground.
Parents can keep their kids from playing whatever they want. That's their right. But we all had that game when we were little that our parents wouldn't let us play, even though it wasn't as bad as some other games we played or movies we watched, because the ESRB had to jack up a rating to look "tough on violent media."
Parents are the reason for young people playing inappropriate video games for their age group, not the ESRB. The info is there on the box as to what is in the game boiled down. It even says mature next to the big "m". If a 10 year old is bringing home a dvd, I am pretty sure the responsible parents are gonna read the back of the case, or look at the rating. "pg-13" is ingrained in anyones mind as " above 13 is okay. "R" is a no-no. As a adult gamer since the beginning of video games, I know what the ESRB ratings stand for, but I would be hardpressed to think that other non-gaming parents do. This is showing them they are not alone, and have some resources available that will help them buy what is right, Or they just don't care. I once saw a father buy both God of War games for his son in a video store where I used to live, and thought how uncaring he or the clerk was, even though he obviously looked at the of the big friggin' "M" on the front of the case. Don't dis the ESRB, they are just trying to help. Dis the parents, who should know better.
