Videogame Rating Booklet

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Videogame Rating Booklet

• Presentation by
• Josh Thornton Kevin Cramsey

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The ESRB

• The Entertainment Software Rating Board (ESRB) is
  a non-profit, self-regulatory organization that
  rates video games based on content much like the
  MPAA rates movies
• The ESRB was established in 1994 in order to warn
  parents and consumers about games with violent
  content such as Mortal Combat and Night Trap
• This way developers wouldnt be censored in what
  they could produce, but parents would still have
  a way to decide which games were appropriate for
  their children

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ESRB cont.

• There are 5 main ratings E (everyone), E10
  (everyone 10 and older), T (teen 13, like a
  PG-13 movie), M (mature 17, like an R movie), AO
  (adult only 18)
• It was designed to help regulate the gaming
  industry and ensure parents make a responsible
  and age appropriate choice when buying games
• Prior to a games release a copy is submitted to
  the ESRB along with a detailed explanation of the
  content in the game and a DVD container video
  footage of said content
• From there members of the ESRB assign a rating.
  A game developer may then either accept the
  rating, appeal the rating, or revise the game
  content

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Why the ESRB isnt sufficient

• Members of the ESRB dont actually play the game
  they rate they only watch video footage of the
  content
• Despite being established in 1994 many people are
  still unaware that video games are rated and the
  ESRB even exists
• Many people are ignorant of the ESRB ratings and
  dont even realize the ratings

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My personal experience

• I worked at Gamestop for about 10 months
• In that time I realize that many, many people
  dont really know anything about what they are
  buying, namely the parents buying games for their
  kids
• At Gamestop I was required to ask parents, This
  game is rated M forare you okay with that? To
  which many would answer with things like Well
  hes seen plently of movies so Im sure its
  okay, or, He says its okay if he plays it,
  or, Its just a game it cant be that bad.
• Almost all of them were unaware of just what sort
  of content the game actually contained

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The Idea

• Since the ESRB is not enough our idea was to put
  together a booklet to further explain why a game
  received a rating of T, M, or A.
• This booklet could then be available to customers
  in the videogame store.

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Why would it help?

• This idea would be useful for customers,
  especially parents, that have not spent the time
  to do online research on the games their kids
  want.
• Customers could receive information on what is
  actually in the game, instead of just the little
  1-3 word classifications the ESRB gives games.

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How would it work?

• There are two potential ways for the booklet to
  be available.
• Stores are willing to actually purchase the
  booklet to have on display in their videogame
  section as a reference for customers.
• Turn the booklet into a periodical which the
  videogame stores would stock.

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So which is best?

• The first way would work better since customers
  are more likely to use a free resource than they
  would be to actually buy the booklet.
• However, Stores might view the booklet as an
  unnecessary resource requiring additional money,
  and prefer to simply sell the book.

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Gamestop

• 1.  Interested in as continuous/quarterly/holiday?
    Holiday2.  Willing to purchase?  Any
  additions to the store have to be run by the
  District manager and corporate offices, so would
  need their approval. 3.  How good would you
  rate it, 1-10?  84.  Any situations where this
  would have benefited customers?  There are
  parents shopping for/with children every day
  where an employee could have shown them the book.
  5.  What do you like best about it?  It's
  informative for parents6.  What do you like
  least (how would you change it?)  Nothing7. 
  Incorporate all games or just T and/or M? 
  Probably just M games

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Gamestop cont.

• It seemed like it was something that if offered
  they would accept into the store, but they were
  doubtful whether it would actually make it into
  the store because of the process it would have to
  go through to get approved by corporate.

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Walmart

• 1.  Interested in as continuous/quarterly/holiday?
    Quarterly2.  Willing to purchase?  Depending
  on the price, purchasing is a possibility3. 
  How good would you rate it, 1-10?  94.  Any
  situations where this would have benefited
  customers?  Didn't experience any personally but
  being one of the largest video game retailers
  Wal-Mart surely would have some customers that
  could benefit from it.5.  What do you like best
  about it?  It helps parents decide what games
  their children should be playing6.  What do you
  like least (how would you change it?)  Can't
  think of anything.7.  Incorporate all games or
  just T and/or M?  Whichever games had
  questionable content should be evaluated

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Walmart

• There seemed to be somewhat of an interest in our
  booklet but this is just speculation.  It was
  hard to tell whether I was just being humored.  I
  dont know what she would have said if I just
  came out and asked her to purchase one.

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Target

• 1.  Interested in as continuous/quarterly/holiday?
    Would be most useful during the holiday season,
  however, would be very useful continuously as new
  games come out.2.  Willing to purchase?  Would
  need to go through and be approved by
  corporate.3.  How good would you rate it,
  1-10?  84.  Any situations where this would
  have benefited customers?  Yes, as there are
  always customers asking questions about the
  rating system and one employee can only have so
  much knowledge on each individual game, and this
  booklet would be good for going into more depth.
• 5.  What do you like best about it?  Good
  resource for customers in the store.
• 6.  What do you like least (how would you change
  it?)  Nothing, it looks great.7.  Incorporate
  all games or just T and/or M?  Especially M rated
  games, but also T would be useful. Lower rated
  games wouldnt be necessary.

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Target cont.

• The employee seemed rather interested in the
  booklet, and seemed to truly believe it would be
  a great resource to customers, as well as grant
  anyone working in electronics the benefit of
  having additional information on the games. He
  seemed unsure that it could or would be approved
  if gone through corporate, but that would be the
  first step to take towards getting the booklet
  implemented.

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Best Buy

• Attempt 1 was told there was only one manager
  working and he was too busy helping customers and
  would not be able to speak with me.
• Attempt 2 was told management was in a meeting
  and would be busy afterwards playing catch-up in
  the store, and thus would not have time to speak
  with me

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Best Buy cont.

• Apparently did not want to hear an idea within
  the walls of their store, perhaps a third visit
  or a letter to corporate may have generated
  better interest.

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Conclusions

• It appears the booklet idea generated interest in
  employees of stores which sell games, however,
  corporate offices essentially would have to
  approve any such spending.
• It does appear the idea could work in the best
  form, as a store-purchased resource for
  customers, assuming a proper presentation was
  made to the corporate offices.
• Dont try to speak with a manager at Best Buy