(MS) - Video games remain one of the most popular gift items for children and adults alike. A strong majority of families have indicated in various studies that video games are a big part of their family dynamic. Parents often find that regular video game play with their children is a rewarding social activity.
With holiday shopping right around the corner, and video games topping your gift list, it's important to choose games that are age-appropriate for players. This means consulting the Entertainment Software Rating Board (ESRB) rating that appears on each and every game. According to a national survey released by Activision, Inc. conducted by The Harrison Group, as part of Activision's "Ratings are Not a Game" education initiative, the ESRB rating system is a highly effective and influential tool for determining what video games are appropriate. Most parents (84 percent) have indicated that they are very familiar with the ESRB system and nearly 80 percent revealed that they pay close attention to the ratings on games when selecting options for children ages 8 to 12. In fact, according the Activision study, 56 percent of parents cited a game's ESRB rating as their top purchase influencer - more than any other factor.
The ESRB rating system has two parts - rating symbols, which are prominently displayed on the front of game packages, and content descriptors, which are found on the back next to the rating symbol. Six main rating categories are used to recommend age appropriateness for a game. Plus there are more than 30 content descriptors that refer to different types of content (violence, sex, humor, language, use of controlled substances) that may have either contributed to the rating, or may just be of interest or concern to consumers. In assigning ratings, the ESRB also takes into consideration how frequently, intensely, and in what context elements are depicted in games. Other factors such as interactive elements, player control and reward systems are also taken into account.
When shopping for video games this season, Activision suggests the following:
· Check out the ESRB rating on the front of the box and don't forget to flip the package over to read the content descriptors on the back. Both parts are equally helpful in allowing you to decide if a game is right for your family.
· For more information on a particular game, visit the ESRB Web site at www.esrb.org. The more information you have, the more equipped you will be to make an informed decision about the game's value.
· Check online resources such as video game reviews, demos and trailers for more insight about game content, as well as best and worst video game reports from watch guard sites. The ESRB has a list of helpful sites on its Parent Resources page.
· Be consistent on the ratings you'll allow so children don't try to push the boundaries.
· Make sure relatives and other gift purchasers are familiar with the ratings system as well to avoid the possibility that they'll purchase games for your children that you might deem inappropriate. If they are not familiar with the ratings, inform them which ratings you consider appropriate for your children, such as "EC (Early Childhood 3+)," "E (Everyone 6+)," "E10+ (Everyone Ten and Older)," "T (Teen 13+)," or "M (Mature 17+)."
· If you see an advertisement for a game with an "RP" rating, which refers to "Rating Pending" check the ESRB Web site at www.esrb.org for updated rating information before you go shopping.
