NIMF's Annual Video Game Report Card Commends Industry
In its 13th annual MediaWise Video Game Report Card, the National Institute on Media and the Family (NIMF) praised the Entertainment Software Rating Board (ESRB), video game retailers, and console manufacturers for their work in ensuring that children play age and content-appropriate video games.
Released on November 25, the watchdog organization's report card awarded the ESRB with ‘A' grades for both its ratings system and ratings education initiatives. The report card noted that the ESRB, a non-profit, self-regulatory body established by the ESA in 1994, "has become the entertainment industry leader in educating retailers and parents about the rating system."
"We commend the National Institute on Media and the Family for giving the computer and video game industry high marks in empowering parents to make the right choices for their children," said Michael D. Gallagher, president and CEO of the Entertainment Software Association (ESA). "Parents who purchase video games enjoy the strongest parental toolkit in all of media from the accurate and useful rating system, to the enforcement of ratings at retail, to the commitment to providing best-in-class parental controls."
The NIMF also concluded that the video game industry's dedicated efforts have made it more difficult for teens to buy mature-rated video games than to gain admission to an R-rated movie.
"The industry has really responded to calls we have made over the years," said Dr. David Walsh, president of the NIMF. "The retailers are now enforcing the ratings better than ever before."
The full report, which is available at www.mediafamily.org, also found that, among the 92 percent of children ages 2 to 17 who play video games regularly, most complete their homework, play sports, keep up with family responsibilities, and get plenty of sleep.
Video Games Offer Fun and Superior Value This Holiday Season
Released in July, the ESA's 2008 Essential Facts about the Computer and Video Game Industry revealed that 65 percent of American households play computer or video games and 41 percent have purchased or plan to purchase one or more games this year.
With so many households already equipped with video game consoles, leading market research firms have found recently that even more consumers are turning to computer and video games for entertaining holiday gifts as the U.S. economy has declined.
NPD Group's annual survey of consumers' holiday shopping intentions revealed that computer and video games are among the top 10 items that consumers plan to buy as gifts this season. The Consumer Electronics Association, meanwhile, found that games are among the top 10 items on adults' wish lists. The CEA study even noted that video games rank first on consumers' wow factor list, items they believe will make great gifts.
One of video games' greatest benefits during a cash-strapped holiday season is that a single game can entertain an entire household for many hours, and over a prolonged period. Computer and video games' high replay value – due to multiple characters, levels, and endings – often makes them a better investment than other sources of entertainment:
- According to market research firm SNL Kagan, the average monthly cable bill in the U.S. at the end of 2007 was $98.75.
- According to the National Association of Theater Owners, a 90-minute movie costs on average $6.88 per ticket. Movie snacks, which average $7 per person, bring the total amount spent at the movies for a family of four to roughly $60.
- According to Team Marketing Report, the cost of attending a professional baseball game varies from city to city, with Boston's Fenway Park checking in as the most expensive venue. To watch a Red Sox game, a family of four will spend on average $276 for tickets, parking, snacks, programs, and souvenirs. Professional basketball and football games cost, respectively, $300 and $400 to attend.
- According to Fodor's, a trip to Walt Disney World for a family of four costs on average $500 per day, including hotel, food, and tickets. Families often must consider airfare and other transportation costs as well.
Families that choose to purchase computer and video games discover a wide range of offerings. The ESA's 2008 Essential Facts revealed that the Entertainment Software Rating Board rated 45 percent of all the games sold in 2007 "E" for everyone. This variety has ensured that each family member enjoys his or her gaming experience: the ESA found that 72 percent of parents that play games with their kids believe that they're fun for the entire family.
ESRB, Elected Officials Encourage Informed Gift Purchases
Thirty-five elected officials from across the United States have urged parents and other consumers in recent weeks to check the Entertainment Software Rating Board (ESRB) rating before purchasing computer or video games as gifts.
The advisories come on the heels of the ESRB's introduction of "rating summaries," a supplementary source of information about game content which objectively details the context and relevant content that determined the game's rating.
The summaries, which cover each video game that the ESRB has rated since July 1, 2008, provide brief, objective descriptions of the content and surrounding context that factored into the game's rating assignment. Parents and other interested individuals may access these summaries through ESRB's rating search widget, on the ESRB website (www.esrb.org), or via a new mobile address (m.esrb.org).
"As a parent, I know it can sometimes feel overwhelming trying to manage the media that our children consume, but video games are actually among the easiest to control," said Patricia Vance, president of the ESRB. "The ESRB ratings are easy to understand, and provide valuable guidance about the age appropriateness and content of video games so parents can determine which games are appropriate for their children. I strongly encourage parents to remember to check the ratings each time they buy or rent a game for their child."
With more than 50 percent of computer and video games sold during the holiday shopping season, the following officials, among others, publicly asked shoppers to make sure that they give to young people games that are age and content-appropriate:
- Colorado Attorney General John Suthers
- Connecticut Senate President Pro Tempore Don Williams
- Georgia Lt. Governor Casey Cagle
- Kansas Attorney General Steve Six
- Massachusetts Lt. Governor Timothy Murray
- Michigan Governor Jennifer M. Granholm
- Mississippi Attorney General Jim Hood
- Missouri Governor-elect Jay Nixon
- Virginia Attorney General Bob McDonnell
- Washington Governor Chris Gregoire
The ESRB independently applies and enforces computer and video game ratings, advertising guidelines, and online privacy principles that the industry has adopted. The ratings are designed to provide information about game content, so that consumers can make informed purchase decisions.
ESA Foundation Announces Partnership to Thank Troops
Last month, the ESA Foundation announced a new partnership with ThanksUSA that will seek to increase the number of scholarships available to the families of men and women in the United States armed forces.
ThanksUSA is a non-profit organization dedicated to providing need-based, post-secondary educational opportunities to the children and spouses of active-duty military personnel. Founded in 2005, ThanksUSA has awarded approximately $5 million in scholarships to more than 1,750 families across the United States. The ESA Foundation, the charitable arm of the Entertainment Software Association (ESA), will commit a variety of resources over the next three years to support ThanksUSA's mission.
"This is a remarkable opportunity to express our gratitude to America's servicemen and women and their families for their courageous sacrifices," said Michael D. Gallagher, president and CEO of the ESA. "We look forward to working with ThanksUSA to expand the opportunities for military families to pursue their dreams of higher education."
For 2009, the scholarship drive will utilize Treasure Hunt Four, a free trivia and puzzle book about American history, culture and values, to generate donations. As part of its partnership, the ESA Foundation will sponsor this year's book, which features more than 300 questions on a variety of states and branches of the U.S. military.
Treasure Hunt Four officially launched at 12 a.m. on November 27, Thanksgiving morning. Once the game ends on August 15, 2009, ThanksUSA will award prizes, including laptops and gift certificates, to the winner of each game chapter. Contestants may access the game at www.ThanksUSA.org. |
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Quote of the Month
"Video games can be entertaining for children, but parents need to be cognizant that there are some games that are neither created nor intended for children. ESRB ratings provide a guide that parents can and should use to determine whether a game is one they deem appropriate for their child."
— Dr. David Walsh, president and founder of the National Institute on Media and the Family
Statistic of the Month
In a recent survey, Consumer Reports found that 46% of people who intended to shop on November 28, this year's date for "Black Friday," were considering the purchase of a video game system. The figure represents a 17% increase from 2007.
Did You KNOW??
On November 15, the American Library Association sponsored the first annual "National Gaming Day @ your Library." Hundreds of libraries across the United States participated in the program, which included computer and video games, to "raise awareness about the use of games as a library program." As part of the festivities, the ALA hosted a national online video game tournament.
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