82 percent of gamer parents are well aware of the ESRB rating guidelines and what they mean., according to a press release by Activision released today. The conclusion is a boon for the video game industry, which has been trying to prove the effectiveness of the system for some time against anti-video-game lobbyists and politicians.
The survey also found that 75percent of children who play games understand the rating system, and that 70 percent of parents actually pay close attention to the ratings when buying a game either for themselves or for their families. Importantly it doesn’t state that anyone actually follows the ratings, though the survey indicates that approximately 62 percent of parents conduct research before purchasing a video game that their child wants. This is a good thing.
“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.”
Families spend a lot of time playing games as well, an astounding 76 percent of parents agree that video games are a big part of their family activities, and among “gamer parents,” a majority of their gaming time is spent playing with their children. This would indicate that far from destroying the fabric of the family, video games have simply begun to occupy the same niche that boards games did back in the day.
Gamers as a whole devote 32 percent of their leisure time to entertainment with video games accounting for the largest share – approximately 19 percent.
The survey was part of Activision’s “Ratings Are Not A Game” initiative, which focuses on educating consumers about the ESRB’s rating system and helping parents make informed decisions about the games their families play.
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