Within the ever-evolving realm of gaming, the video game rating system operates subtly but significantly, seamlessly integrating virtual realms with our reality. Whether you find them in busy shops or on websites like the Epic Games Store, these simple icons are like protectors of content. They tell us what a game is like and who it's suitable for.
Video game age ratings are part of a categorization system aimed at ensuring that video games are clearly labeled with a recommended minimum age based on their content. These ratings play a crucial role in promoting responsible consumption by helping parents assess the impact of the content and choose gaming experiences that are appropriate for the age of their children.
Source: Polygon.com
Source: Epic Games
History of Global Video Game Rating Systems
Global video game rating systems have evolved through ongoing debates about the impact of video game content on individuals, specifically in terms of violence, virtual sex, and other controversial themes. Initial discussions led countries to establish mechanisms for classifying and rating video games to guide consumers and address concerns about potential negative effects.
Australia (1970): The Australian Classification Board (ACB) was one of the first to see the need for a way to rate video game content.
Japan (1992, 2002, 2009): Japan decided to regulate itself, creating the Ethics Organization of Computer Software (EOCS) in 1992 and the Computer Entertainment Rating Organization (CERO) in 2002.
United States (1993): The Entertainment Software Rating Board (ESRB) was created, setting a standard for rating video games in North America.
European Union (2003): The Pan European Game Information (PEGI) system was adopted, replacing national rating systems in EU countries.
Several nations have also developed their own rating systems to preserve their country’s values and cultural heritage. Notable examples include the United Arab Emirates’ Entertainment Software Rating Association (ESRA) (2007), the Indonesian Game Rating System (IGRS) (2016), China's Online Game Age-Appropriateness Warning (2020), and the Russian Age Rating System (2022).
Rating Standards and Labels
Different rating standards employ diverse labels to categorize games based on content, platforms, and countries. While not all rating systems are mandatory, most strongly encourage participation to prevent legal issues and discourage the inappropriate adoption of content by individuals not ready for it. A notable example involves a comparison between the US Entertainment Software Rating Board (ESRB) and Europe/Asia Pan European Game Information (PEGI) systems:
ESRB Ratings (Voluntary):
PEGI Ratings (Legally binding in the UK and the Netherlands):
Source: Tootthie's Blog
Video Game Rating Descriptors
Assigning age ratings to video games involves considering various factors to evaluate content thoroughly. Descriptors provide detailed information about the content and play a crucial role in determining the final rating. Taking inspiration from PEGI's content descriptors, let's explore the criteria for different age ratings and the specific elements considered.
VIOLENCE:
BAD LANGUAGE:
DISCRIMINATION:
DRUGS:
FEAR:
GAMBLING:
SEX:
Understanding these descriptors is essential for both game developers and consumers to make informed decisions about the appropriateness of game content for different age groups.
Source: PEGI
Video Game Rating Processes
The global rating process for video games involves a thorough assessment of content, offering consumers insights into elements like violence, sex, and language. Taking the Entertainment Software Rating Board (ESRB) as an example, the steps for physical and digital games are outlined below:
To uphold responsible advertising practices, game publishers must adhere to industry-adopted principles and guidelines. Prompt correction is feasible for inaccurately rated digitally delivered games and the International Age Rating Coalition (IARC)-rated apps. However, modifying rating information on physical game packaging post-shipment poses challenges. Therefore, non-disclosure during the physical game rating process may result in fines of up to $1 million.
Video Game Rating Inconsistency & Solutions
The variations in age classifications assigned to video games across different countries highlight the inherently subjective nature of evaluating content appropriateness. Specific instances of this inconsistency are shown in the ratings for these popular games:
Death Stranding
The Sims 4
Source: Kaspersky
These differences show the need for a consistent way of classifying games. To address this, the International Age Rating Coalition (IARC) started in 2013. This was a big step toward creating a unified global system for rating video games.
In 2014, the IARC took a key role by giving ratings to games and apps on Mozilla's Firefox Marketplace. After that, various rating authorities from different regions, like the Australian Classification Board (ACB) in Australia, Classificação Indicativa (ClassInd) in Brazil, Entertainment Software Rating Board (ESRB) in North America, Game Rating and Administration Committee (GRAC) in the Republic of Korea, Pan European Game Information (PEGI) in Europe, and Unterhaltungssoftware Selbstkontrolle (USK) in Germany, joined in. Now, the IARC system includes rating authorities covering regions with about 1.5 billion people.
Big gaming stores like Amazon Luna, Epic Games, Fortnite, Google Play, Microsoft Store, Meta Quest Store, Nintendo eShop, Pico Store, and PlayStation Store have also embraced the IARC rating system. This shows the industry's commitment to creating a standard and widely accepted system for rating video games globally.
Impact on Industries from Video Game Age Ratings
Video game ratings wield significant influence over the industry, impacting development, marketing, and sales. These ratings signify approval from reviewing boards and serve as guides for sellers and buyers, aiding in targeting specific demographics effectively.
In game development and marketing, it might be necessary to make adjustments to eliminate violent or sexual content in order to meet desired ratings. Publishers need to adhere to rating board regulations when promoting games, often making adjustments to promotional materials accordingly. Nonetheless, ratings also provide valuable insights into the demographics of the video game market for marketing purposes.
Sales analysis by the Entertainment Software Rating Board (ESRB) between 2000 and 2010 revealed that over half of game sales were of "child-friendly" titles (rated E10+ and below), indicating accessibility's crucial role in sales during that era. Post-2008, M-rated game sales remained constant, while lower-rated game sales declined, possibly due to casual gamers transitioning to mobile platforms and dedicated gamers preferring higher-rated titles on traditional gaming hardware. These sales shifts suggest evolving consumer preferences over time, potentially creating a divide between casual and hardcore gamers, influencing differently rated game popularity.
Source: Medium
Promotion Aspect of Video Game Age Ratings
Video game ratings play a crucial role in promoting games by facilitating their placement on video games storefronts. They ensure credibility, compliance with standards, and access to both digital and retail shelves. This is especially critical in jurisdictions like Japan, where certain ratings such as "Z" (18+) are legally enforced by the government. Similarly, in Australia, the Office of Film and Literature Classification (OFLC) mandates ratings like "MA 15+," necessitating adult supervision for access by those under 15. Furthermore, while the Entertainment Software Rating Board (ESRB) system in the US is voluntary, major console manufacturers and retailers require ESRB ratings for games and apps they offer.
Compliance with rating standards not only demonstrates credibility and adherence to legal norms but also serves as a marketing tool. Games with clear and standardized ratings attract audiences within specific age ranges, aiding developers in focusing on their target customer base. This approach aligns with the benefits highlighted in the International Age Rating Coalition (IARC), offering a streamlined process for localization, and allowing publishers to classify and rate games across various regions while considering cultural differences.
Embracing video game ratings not only ensures legal conformity but also becomes an integral part of effective marketing, contributing to the overall success of game releases worldwide. As games evolve, age ratings serve as more than just a guide; they signal the target audience and uphold ethical and legal standards. Obtaining the appropriate rating opens doors to international markets and prestigious storefronts, benefiting all stakeholders in the gaming industry, from producers and publishers to consumers.
Nattapat Panchavinin
Division of Digital Investment Promotion
Digital Economy Promotion Agency
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