National campaign to utilize video game industry’s unique connections with players and parents.
“The more parents know about the wealth of dynamic tools the video game industry has developed for monitoring game play, the more empowered they will be to make informed decisions about which video games are appropriate for their family. I commend the video game industry for recognizing the importance of educating and engaging parents about the ratings and other resources and for leading a national program that will ensure the decision-making power remains where it should be – with parents,” said Representative Debbie Wasserman Schultz (D-FL-23).
Specifically, the video game industry stated that they will accomplish their objectives by: Featuring new PSAs on video game platforms that will expand on the series already completed and available here; Providing consumers with information on video game-specific web sites and online stores; Providing PSAs to video game industry news and fan discussion sites for use; Encouraging broadcast outlets to run the PSAs on local channels; Working with federal and state elected officials to provide rating and parental control information to their constituents; and, Distributing PSAs to retailers for use on their in-store and online channels.
“Our industry has a long-standing, high-quality track record of empowering parents,” said Mr. Gallagher. “The Federal Trade Commission described the ESRB as having the strongest self-regulatory code with regard to its marketing guidelines and enforcement system. Today we will build on that success.”
According to industry statistics, approximately half of American homes have at least one video game console. Every video game console has password-protected parental controls that allow parents to limit their children’s video game use. As such, each of those consoles, handheld devices, and PCs can be activated to block types of video games and restrict access to the Internet.
For more than 18 years, all computer and video games sold at retail have been rated by the ESRB. 85% of parents of children who play video games are aware of the industry’s rating system and this campaign will build on the already high awareness rate. The Federal Trade Commission reports that parents are present when video games are purchased 9 out of 10 times.
According to a survey conducted by Peter D. Hart Research Associates in 2012, 70% of parents regularly check the ESRB rating before buying video games. The ESRB rating system also enjoys high levels of trust among parents, who consistently report being satisfied with the information it provides in terms of selecting games for their children.
In the future, the distribution channels established as part of this campaign could also provide a platform for other educational and pro-social messages and information.
