Activision to Help Parents Understand Game Ratings

Industry publishing giant Activision has announced plans to launch a program aimed at helping parents better understand the ESRB ratings and the games their children are playing.

The program, as outlined by the Call of Duty and Guitar Hero publisher, is called "The Ratings Are Not a Game" and will be supported by staff at the Center for Mental Health and Media at Massachusetts General Hospital. The purpose of the initiative, as reported by GI.biz, is "to help parents make informed decisions on the games children play, as well as promote the ESRB."

The program will consist of seven videos, each of which will cover a different aspect of videogames and those who play them. The first video will explore how games can be used to help teach children puzzle-solving techniques (here you go Bobby, have a copy of Professor Layton) and the one after that will teach parents how to identify appropriate games for their children.

"I'm pleased to partner with Activision on this initiative, and applaud their consideration for parents' concerns," said Dr. Cheryl Olson, co-director of the Center for Mental Health and Media.

"As a parent myself, I know there are so many things to worry about and not enough time, especially during the holiday season ... these videos give practical research-based advice on how to help your kids - and your family - get more out of videogames, and how to watch for and limit electronic gameplay."

Okay, I know Activision is the current Big Bad Wolf in the industry, and an entity that gamers love to despise. But I'm hard-pressed to find anything in this initiative that could be turned around against the company. The more parents are informed about games and how the ESRB works - and the more they get involved with the games their children are playing - the less likely it is that we'll have some wacko nutjob show up on Fox News railing about the horrific gay orgy scene in Mass Effectinged.

Some games shouldn't be played by children, and if Activision is taking steps to help parents learn about the industry and the ratings that are there for a reason... what could possibly be wrong with that?

(via VG247)

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Seriously, WTF? How do parents find it hard to grasp? Its spelled out on the damn label! Are they too lazy to read?

I don't even live in the USA, but I can tell roughly what a game is like from its ratings.

Yes this is very nice. It's warning parents but it sounds like it's encouraging video games as well. Video games are inherently bad. Really watching TV is worse. Video games, even in their simplest form, at least tune fine motor schools and reflexes. And like the article stresses, there's puzzle games, and in every game there's at least a little bit of problem solving. Until you get into the M rated games, where ironically most of the problem solving consists of shoot gun in this direction to kill guy. Or wave sword. Whatever.

But people will still complain about it. So long as Fox News exists, Nintendo could solve world hunger, Microsoft could find the cure for cancer, and Sony could bring world peace, and Fox News would STILL do everything they could to bring them down.

wow, thats actually pretty good hearted of them, considering that in most country's the ratings are just there to guide the consumer and/or their parents and not rules (today i saw a 7 year old buy operation flashpoint) this may hurt their sales.

Now how do we get the parents to take it seriously. It's one thing if they watch the videos, it's another if they actually pay attention and learn from it. After that, how do we get every parent in the world to watch these videos. This may work, but never on a full-scale, worldwide front.

Doug:
Seriously, WTF? How do parents find it hard to grasp? Its spelled out on the damn label! Are they too lazy to read?

I don't even live in the USA, but I can tell roughly what a game is like from its ratings.

Exactly. It is like people are TRYING to remain ignorant and totally stupid when it comes to games. We should start I.D.ing at the counter as mandatory for mature games, that will send parents the message.

But wait! Don't you know that 90% of the world's population are idiots? Seriously, I was actually asked by some tourists in Edinburgh why everyone was wearing trousers instead of "Those funny skirts".

Anyway.
I can't really see fault in what Activision are doing here, if they are attempting to teach parents what the ratings mean, bravo. This may actually mean that the media can actually point towards the parent if little Timmy is found to have played Manhunt after strangling his baby sister.

Look, the parents that say the don't understand them are either:

a) Complete idiots

or

b) Lying

Well, now parents will have to accept the awesomenicity of games.

appleblush:

So long as Fox News exists, Nintendo could solve world hunger, Microsoft could find the cure for cancer, and Sony could bring world peace, and Fox News would STILL do everything they could to bring them down.

That about wraps up my opinion nicely, though Activision are to be commended for at least trying to take some of the heat off games themselves and put it where it belongs (In the case of children playing games at least) on the parents.

Woodsey:
Look, the parents that say the don't understand them are either:

a) Complete idiots

or

b) Lying

I think you have a vastly skewed view considering your familiarity with the subject.

What? How hard are these ratings to figure out? It's not rocket science. If it has an 'M' rating on it, your 6 year old kid probably shouldn't be playing it; not hard to figure out. Then again, considering most people are idiots, then maybe it's understandable. While they're at it, they should probably hand out instructions on breathing.

Edit:

GamerLuck:

appleblush:

So long as Fox News exists, Nintendo could solve world hunger, Microsoft could find the cure for cancer, and Sony could bring world peace, and Fox News would STILL do everything they could to bring them down.

That about wraps up my opinion nicely, though Activision are to be commended for at least trying to take some of the heat off games themselves and put it where it belongs (In the case of children playing games at least) on the parents.

Hmmmm... you do make a good point. Well I do applaud Activision for that. After all I have been saying for quite some time that as long as the ESRB exists, no parent should be able to complain about the content of video games.

CantFaketheFunk:

Woodsey:
Look, the parents that say the don't understand them are either:

a) Complete idiots

or

b) Lying

I think you have a vastly skewed view considering your familiarity with the subject.

Ok, if their first language isn't English, thats fair enough - but other wise its written IN PLAIN ENGLISH what the potentially objectional content is.

CantFaketheFunk:

Okay, I know Activision is the current Big Bad Wolf in the industry, and an entity that gamers love to despise. But I'm hard-pressed to find anything in this initiative that could be turned around against the company.

Perhaps that's it. In the realization that they are seen as bad guys, especially with some of their more authoritarian decisions as of late, a burst of PR - that could quite easily be done by the ESRB instead - may bring them back to being the darlings.

Just as the amount of pre-orders for sub-18 year olds hits.

It concerns me more that Activision believe (even if rightly) that parents are too uninformed to make that decision. I think it's more likely, having been in the retail business for sometime, that parents simply don't care and want Johnny Q. Public to shut up about that damn game.

I also believe that this reliance on the ratings is going to help the case on ratings of books which is being pushed through at the moment; which is really going to hurt published authors.

CantFaketheFunk:

Woodsey:
Look, the parents that say the don't understand them are either:

a) Complete idiots

or

b) Lying

I think you have a vastly skewed view considering your familiarity with the subject.

To be fair, it is quite hard to see "18" on a game and not know that it means that it's recommended that this game is played only by those over the age of 18 - even with that, most of the time it's obvious with the box art. I can't see any way to not understand this besides wilful ignorance or apathy. Then again, I have family members who call me for help when they get an unexpected message on their computer asking them to click "OK" to continue.

It certainly can't hurt at all, and it reinforces the gaming industry's position and makes it easier for more violent/(im)mature/awesome games to be released, so I'm all for this. I won't see it as proof that Activision isn't evil though, because it's obvious that they stand to gain from this. Good move that I appreciate, but it benefits them as well so it can't be seen as a selfless act to benefit the gaming industry :)

CantFaketheFunk:

Woodsey:
Look, the parents that say the don't understand them are either:

a) Complete idiots

or

b) Lying

I think you have a vastly skewed view considering your familiarity with the subject.

Maybe I'm simplifying a bit, but if it's got an 18+ on the front of the box (or an M I think if you're in the states) then you know the content is probably not going to be all too appropriate for a 10 year old.

The symbols aren't hard to miss or understand. I'll admit I've got seemingly conflicted views on the matter, but I do think things are basically that simple. Fair enough if a person says: "my child's more than mature enough to play this game," but it gets boring when we have idiots claiming they don't understand the symbols or that they don't even see them.

Then we get the likes of Glenn Beck saying GTA IV is aimed at 5 year olds.

i figured it out! there not being nice, there just being there bussiness selves...

u remeber the leaked MW2 footage, they dont wanna get in trouble for it, so they do this, nobody can complain at them then cause they told you how to buy games properly.

but at least all the stupid parents will no what to do, shame idiot prents wont bother looking at this cause they wont give a shit.

well... to be fair, the ESRB ratings can be desceptive at times, "use of alcohol" because 1 guy was drunk in 1 cutscene that lasted 15 secconds and such, "Mature content" because you could have sex (wich is almost always a black screen with the female or male character saying things that "might" mean something sexual) and such things

i imagine a kid telling his parents "its rated M but it doesn´t have such bad things" and then showing their parents all the game, just skipping those parts (wich in most games, you can)

this is a good way to inform parents of the real content, by providing examples of how "grave" the "mature content" or the "use of drugs" can be.

Pretty cool I must say.

Props to Activision.

Good job Activision. Helping inform parents about the details of a game is a great idea. Beyond presence of blood and gore, teaching parents about the kind of content that kids might enjoy is a great move. That makes a lot of sense. There is a sad part to it though, and that is that some parents are still baffled by the age appropriate ratings, in terms of adult content. I know I'm skewed, but seriously, there's no excuse for looking at a game like GTA and somehow not getting that it has adult content. But if we can ignore the ramblings of stupid parents saying they didn't realize that a game whose name is a felony might contain crime, we can start to help parents understand the nuances of games, and become smarter consumers and more involved parents.

Glefistus:

Doug:
Seriously, WTF? How do parents find it hard to grasp? Its spelled out on the damn label! Are they too lazy to read?

I don't even live in the USA, but I can tell roughly what a game is like from its ratings.

Exactly. It is like people are TRYING to remain ignorant and totally stupid when it comes to games. We should start I.D.ing at the counter as mandatory for mature games, that will send parents the message.

But they do ask for ID when you try to buy an M rated game...

This is the video playing in my head right now:

(There is a mother in a game shop looking at a copy of GTA with her 5 year old son)

Son: Mum! Mum! Can I get this game!

Mother: I don't know - what does this '16+' symbol mean? I don't know! HELP!

(suddenly, a woman wearing a pink shirt creepily comes in from nowhere - think the Oxy adverts, but wearing an Activision shirt)

Activision Woman: Oh, no no no! you can't get that game! It's for people 16 years and older! Here's a better game for you!

(hands kid 'Hello Kitty: Big City Dreams', kid jumps up and down with happiness)

Mother: Really? I never knew that! Thank you, Activision Woman!

Activision Woman: That'll be 87.50.

URSRU.

Evilbunny:

Glefistus:

Doug:
Seriously, WTF? How do parents find it hard to grasp? Its spelled out on the damn label! Are they too lazy to read?

I don't even live in the USA, but I can tell roughly what a game is like from its ratings.

Exactly. It is like people are TRYING to remain ignorant and totally stupid when it comes to games. We should start I.D.ing at the counter as mandatory for mature games, that will send parents the message.

But they do ask for ID when you try to buy an M rated game...

Not all the time, and they don't if the parent is there.

Did they add a rating called OPOS - Overpriced Piece Of Shit? It's much more fitting for MW2 then either M or AO.

I think this is a good idea. It might point out to people that games such as GTA, Saints Row, Manhunt and whatever else should not be played by children. These games are designed for adults, or at least people mature enough to understand what is going on and that they should not try to repeat it outside of the game.

Woodsey:

CantFaketheFunk:

Woodsey:
Look, the parents that say the don't understand them are either:

a) Complete idiots

or

b) Lying

I think you have a vastly skewed view considering your familiarity with the subject.

Maybe I'm simplifying a bit, but if it's got an 18+ on the front of the box (or an M I think if you're in the states) then you know the content is probably not going to be all too appropriate for a 10 year old.

The symbols aren't hard to miss or understand. I'll admit I've got seemingly conflicted views on the matter, but I do think things are basically that simple. Fair enough if a person says: "my child's more than mature enough to play this game," but it gets boring when we have idiots claiming they don't understand the symbols or that they don't even see them.

Then we get the likes of Glenn Beck saying GTA IV is aimed at 5 year olds.

It's more simple, but more broad than that. It's more about the assumption from the general populous that "video games are a form of entertainment for kids" which is an incredibly outdated but still somehow accepted notion. People still fail to realize that kids aren't always the one and only target audience for every game that hits the shelves.

Just because it has an 18+ label on it doesn't mean that a parent won't still see it as a child's toy covered in profanity, blood, and tits. This is the kind of thinking that needs to be eliminated.

Whatever.
They just pretend they don't get it.
Tell them to stop being ignorant fucks on purpose.

Well, someone had to do it. I applaud Activision. Won't be paying for MW2 though. It's rated T for Torrent.

There are hundreds of websites that help parents understand ratings. People just need to take the initiative and search "video game ratings" on Google.

Seriously, just read the front of the game for a general rating, then flip it over and read the back for a more detailed rating. I mean, it's not like you're calculating the trajectory of a satellite orbiting around Jupiter.

You buy the game, you play the game. Whats hard to grasp?

Jesus wept, it's not fucking difficult! They've got numbers and descriptions on the back of the box for fuck's sake, are these people retarded? 'Cos that's the only valid excuse.

Top right corner, it signifies recommended age, its a number, corresponds to years

If you can earn enough money to afford a game, and can't grasp that, then you need to submit yourself to a government laboratory for extensive testing

EXTENSIVE testing

silentsentinel:
There are hundreds of websites that help parents understand ratings. People just need to take the initiative and search "video game ratings" on Google.

Seriously, just read the front of the game for a general rating, then flip it over and read the back for a more detailed rating. I mean, it's not like you're calculating the trajectory of a satellite orbiting around Jupiter.

I don't know man, these ratings have numbers AND letters sometimes, it makes smoke rise out of my ears, its just too much man, ITS JUST TOO MUCH! I CANT HANDLE THE PRESSURE! *bang*

Actually, now that I think about it, why can't we just use the same kinds of rating system that the MPAA uses, same letters and all? The game is rated 'R' therefore it's not for kids. People are more familiar with that system than what the ESRB does anyway.

FUCK ACTIVISION!
Bobby Kotick can go die in a hole!
He wants to educate parents just so he can get them to buy more of his games.
He doesn't care about making games. He only cares about making money!
Granted it's a business, but there is a right way and a wrong way to make money in the game industry.

"The goal that I had in bringing a lot of the packaged goods folks into Activision about 10 years ago was to take all the fun out of making video games." he added that he has tried to instill "skepticism, pessimism, and fear" of the economic downturn into the corporate culture at Activision. "We are very good at keeping people focused on the deep depression."- Kotick

the company's employee incentive program "really rewards profit and nothing else."- Kotick

"you know if it was left to me, I would raise the prices even further."- Kotick

yeah...this company should not be supported.
I'm buying Modern warfare 2 used and never getting any DLC for it so that Activision doesn't see a dime of my money!