Awareness, Use and Trust of ESRB Video Game Ratings Reach Historical High-Point Among Parents

31 March 2006

National research measuring parental awarenessand use of the ratings for computer and video games shows that 83% ofAmerican parents of children who play video games are aware of the ESRBratings, and 74% use them regularly when buying games for their familiesaccording to a study commissioned annually by the Entertainment SoftwareRating Board (ESRB). Both figures are higher than those measured in thesame study in 2005, when awareness and use were at 78% and 70% respectively(see historical chart below). The study was conducted by Peter D. HartResearch Associates in early March, and surveyed over 500 parents ofchildren age 3 to 17 that play video games.

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"It's been shown that nine times out of ten, a parent is involved in thepurchase of a video game, so we're very pleased to find that more and moreparents are using the ratings to help them make informed choices about thegames they bring home for their children," said ESRB president PatriciaVance. "Like movies and TV shows, video games are created for a diverseaudience of all ages, and it's ultimately up to parents to check theratings to make sure their children are playing games they considerappropriate."

The study also revealed that an increasing number of parents are using theratings to restrict their children from playing games rated M (Mature). Amajority of those surveyed (53%) said they "never" allow their children toplay M-rated computer and video games, while 41% said they "sometimes" do.The M (Mature) rating is assigned by the ESRB to indicate that a game maybe suitable for ages 17 and older.

Other findings include:

-- 94% said the ratings are very helpful (72%) or somewhat helpful (22%)-- 91% are confident that ratings accurately describe a game's content-- 72% said that the rating is the most important (31%) or a very important consideration (41%) when deciding whether or not to purchase a game-- 91% say their trust in the ESRB ratings has either stayed the same (76%) or increased (15%) in the past year-- More than half said they check content descriptors "every time" (35%) or "most of the time" (16%) "Parental confidence in the ESRB ratings has never been greater than whatwe see in this study," said Jay Campbell of Peter D. Hart ResearchAssociates. "The number of parents nationwide that are aware of the ESRBratings and using them regularly when choosing games for their familiescontinues to grow with each year. In fact, not only are more parents usingthe ratings, they are using them more often than ever before."

"We are very encouraged that as awareness and use among parents continue torise to historic levels, trust in the ratings as a reliable source fordetermining which games are appropriate for their families continues toincrease, as well," Vance added.

The ESRB rating system includes six age-based rating categories: EC (EarlyChildhood) for ages 3+, E (Everyone) for ages 6+, E10+ (Everyone 10 andolder), T (Teen) for ages 13+, M (Mature) for ages 17+, and AO (AdultsOnly) which indicates that the game should only be played by adults age 18and older. The rating category is found on the front of virtually everygame sold at retail in the U.S. The rating system also includes 32 contentdescriptors, found next to the rating category on the back of gamepackages, which describe content in the game that may be of interest orconcern to parents, including violence, sexual content, language, use ofcontrolled substances, and gambling.

About Entertainment Software Rating Board (ESRB)

The ESRB is a non-profit, self-regulatory body established in 1994 by theEntertainment Software Association (ESA). ESRB independently assignscomputer and video game content ratings, enforces advertising guidelines,and helps ensure responsible online privacy practices for the interactiveentertainment software industry.

CONTACT:Eliot Mizrachi917.522.3235Email Contact

SOURCE: Entertainment Software Rating Board

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