The ESRB constantly champions its own cause on matters of ratings system efficacy and compliance from national retail brands. Now a study by The Harrison Group backs up those sentiments, saying that 82 percent of parents and 75 percent of children who play games in the U.S. are familiar with ESRB ratings system.
"Parents rely on and value the ESRB ratings in helping them decide which games to allow their children to play," said Mike Griffith, President and CEO of Activision Publishing. "Our 'Ratings Are Not A Game' education initiative underscores our commitment to helping parents better understand and utilize the ratings system as they select age appropriate games and determine the best way for the entire family to enjoy the gaming experience."
The study, part of Activision's "Ratings Are Not a Game" educational initiative, focused on spreading awareness about the ESRB rating system, and also found that over three-quarters of parents say that games are part of their family life. Over half say their gaming time is with their children and 62 percent say they do research into seeing what game a child wants. Also, 63 percent of parents with children who play games consider themselves gamers, a number that increases to 83 percent for parents below the age of 35. 70 percent of parents say they are attentive to the ratings when purchasing a game for themselves or their families.
