Judge a Game By Its Cover: Rating Labels on Packages Clue Parents into Video Games’ Age-Appropriateness

By Delano Massey, The Akron Beacon Journal, Ohio, The Akron Beacon Journal, Ohio

Dec. 23–In the world of video games, there is an obvious difference between Grand Theft Auto and Nintendo’s Mario games.

Think blood and guts versus smiles.

If you couldn’t discern the difference by the games’ illustrations, just look for the small rating tag — similar to parental advisory stickers on CDs — on the lower half of the display box. On the back, there is also a brief explanation of why the game received its rating.

The rating code included on most games is essential to some people, useful to others, and overlooked by many, video game experts say.

“I think it’s important for parents to monitor what their kids are playing and be involved in their game-playing life,” said Patricia Vance, president of the Entertainment Software Rating Board.

Teen-rated titles (T rating) usually have content suitable for gamers age 13 or older, according to the board. Those games usually contain violence, a few unmentionable words, or “suggestive themes.”

Games with “M” for the mature rating typically contain more violence and even more unmentionable words, and they might include sexual themes. Such games tend to be more appropriate for ages 17 or older, according to the board.

Titles that receive an “E,” for everyone, are considered suitable for the family.

Game makers are not required to have their items rated, but most games are, Vance said.

“That’s because the retailers want them rated,” she said. “It’s advantageous to their customers and the responsible thing for customers.”

Although the board metes out ratings, it doesn’t have jurisdiction over retailers. Most retailers, however, have their own policies.

GameStop Corp. stores, for example, will not sell mature-rated games to minors. A prompt on the register requires the customer’s identification. The stores also display board ratings charts either in a front window or on a sales counter near the cash register, said Chris Olivera, a spokesman for the Texas company.

“It’s something we’ve had in place for at least two years,” he said. “We have maintained a tradition of prominently displaying that rating in our store.”

Last year, a record 12 games sold more than 1 million units — nine of which were rated “E” or “T,” according to an Entertainment Software Association study released this year.

The study said video games — combined with computer games — accounted for about $7.3 billion in sales, up from $7 billion in 2003.

The top-selling games last year were Grand Theft Auto: San Andreas and Halo 2 — two “M”-rated games that parents and media widely criticized for their violence.

This year, a few games are good for the family, but most are geared toward teens, said Mike Weigand, managing editor of GamePro Magazine.

Still, Weigand said games such as Burnout Revenge, Mario Party 7, Super Mario Strikers and Dance Dance Revolution — a series of games that allow gamers to play a game and burn calories using a dance pad — are good buys for everyone.

“They’re all really, really fun — lots of good, innocent, unbloody fun,” he said.

Delano Massey can be reached at 330-996-3640 or dmassey@thebeaconjournal.com

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