[Sam]

http://gr.bolt.com/news.htm?news=4

ESRB Expands Ratings


The Entertainment Software Rating Board (ESRB) has announced the addition of the "E10+" rating, to help better categorize games that might not be wholly family friendly, but don't deserve a full-on "T" rating. The rating is akin to the "PG" film rating the Motion Picture Association of America designates for films with mild or cartoon violence.

The addition of the "E10+" rating to the existing Early Childhood (EC), Everyone (E), Teen (T), Mature (M), and rarely-used Adults Only (AO) system was introduced to help keep up with the increasing level of sophistication and subtlety found in today's video games, according to ESRB president Patricia Vance.

"The content of computer and video games continues to advance in terms of sophistication, complexity, and graphic quality," said Vance. "Given this evolution, the new E10+ rating category will provide consumers, particularly parents, with more precise guidance on the age appropriateness of certain titles, fulfilling our goal of helping ensure that the right games are selected for their children and families."

Furthermore, Vance said the new rating isn't being introduced arbitrarily. The ESRB consulted "numerous child development experts and academicians" when forming the rating and the content that will fall within it. "Given the significant developmental differences between very young and teen-age children, the E10+ category will be very useful for parents," added Dr. Ralph I. Lopez, Associate Professor of Clinical Pediatrics at the Cornell Medical College, and Author of "The Teen Health Book: A Parent's Guide to Adolescent Health and Well-Being."

Games with no or very mild cartoon violence will continue to receive an "E" rating, while "E10+" titles might contain moderate amounts of cartoon violence, mild language, or mild suggestive themes. An example of an upcoming title receiving the E10+ rating is Nintendo's Donkey Kong Jungle Beat. The game gives gamers a chance to pummel various foes as DK.

"We expect that many of the best selling sports, racing, and adventure games will continue to receive E ratings appropriate for ages six and older," said Vance. "Games with content that may not be suitable for younger ages of six to nine, such as racing games with more extreme crashes or fighting games with super heroes, will now receive an E10+ rating," Vance elaborated.

GameDAILY BIZ asked Vance about why the new rating wouldn't confuse parents, some of whom might already have a hard enough time sorting out the meanings behind the labels.

"Consumer research does not indicate that parents are unsure of what the ESRB rating icons mean. Furthermore, leveraging the brand recognition of an existing category with an age qualifier makes the new category easy to understand. According to Peter Hart Research conducted last month, 78% of parents with children who play games are aware of the ratings and use them. The same research also confirms that 79% of parents think an E10+ category will help them decide which games are appropriate for their children," Vance said.

In addition to support from the games industry and child development experts, the "E10+" rating received words of praise from Connecticut Senator Joseph Lieberman (D). Lieberman, widely recognized as one of the most outspoken anti-videogame violence campaigners, is considered by many as one of the catalysts for the initial forming of the ESRB in the early 1990s.

"The ESRB has once again taken timely steps to enhance its rating system for computer and video games, " Lieberman said. "When used properly and consistently, ESRB ratings continue to be an effective tool for parents to understand the content of video games. I encourage parents to check the rating so that our children can play the video games that are right for them."

I guess pretty soon we'll have an OT (Older Teen) rating for games that aren't teen but not yet mature.