Markell, Lawmakers Launch Effort to Raise Awareness of Video Game Ratings

Press Release

Gov. Jack Markell joined Rep. Helene M. Keeley and Sen. Bethany A. Hall-Long to kick off a public service campaign encouraging parents to check video game ratings before purchasing them for children.

The kick-off, which was held at the Best Buy on Churchmans Road, was also attended by Rep. Gregory F. Lavelle, R-Sharpley, Sen. Catherine L. Cloutier, R-Heatherbrooke and Robb Bohannon from the Entertainment Software Association. Brian Locke from Best Buy Co. Inc. was on hand to discuss the stores' policies on consumers purchasing games with certain ratings.

"I love that my teenagers are learning some of the great music from some of the great bands from my childhood when they play Guitar Hero. I appreciated knowing before we bought it that it was age-appropriate for them to play," Governor Markell said. "As video games get even more realistic, this campaign hopes to remind parents that there is advice available on the box and online to help them make an informed purchase."

The three-month public service campaign will run through the peak holiday shopping season and includes informational brochures, kiosks at the Dover and Christiana malls and radio spots. Rep. Keeley and Sen. Hall-Long hope that the PSA will educate consumers about the ESRB rating system and remind parents that while many video games are for kids, some are intended for older players.

"This is the second time I've participated in the ESRB's holiday public service campaign, and I couldn't be prouder to be a part of it again," said Rep. Keeley, D-Wilmington South. "A substantial number of video games are sold during the holiday shopping season, and just like movies, some video games are intended for an older audience. Parents should know that they have an excellent resource to help them determine which games are appropriate for their children right at their fingertips: the ESRB rating is printed on the box."

Sen. Hall-Long, D-Glasgow, seconded Rep. Keeley's sentiments, adding, "As a parent, I know how challenging it can be to monitor all the electronic games our children play and the movies they watch. Thankfully, the ESRB makes it easy with clear, comprehensive ratings for all video games. Plus, most retailers have store policies restricting the sale of Mature-rated games to anyone under 17. I hope all parents will join me in patronizing stores -- like Best Buy -- that have these policies."

The ESRB rating system, which was first introduced in 1994, comprises two different parts. On the front of the game package is a rating symbol that provides an age recommendation. The back of the package features content descriptors that explain why that particular rating was given.

"Ratings education and awareness has long been a commitment for Best Buy both in store and online," said Brian Locke, general manager for Best Buy in Christiana. "We help parents understand the products and the ratings so that they can find and purchase games that are appropriate for their kids especially during the upcoming holiday season."

Robb Bohannon, representing the Entertainment Software Association, said that the ESRB rating system provides the information that parents need to help make informed purchases, which is "particularly important" during the holiday season.

"According to a new poll, 42 percent of American adults plan to give or hope to receive a video game as a gift this holiday season," Mr. Bohannon said. "We are proud to partner with Rep. Keeley, Sen. Hall-Long and Governor Markell on this important public education effort to help Delaware parents and caregivers."

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