Revamped ratings better inform gamers: retailers say parents are now more responsible for buys. (Videogames).(the Entertainment Software Ratings Board introduces four new content descriptors)(Brief Article)

Video Business, June, 2003 by Chronis, George T.

Game ratings are getting mote explicit. The Entertainment Software Ratings Board has introduced four new content descriptors to more precisely characterize the extent and intensity of violent content in computer and console videogames. The board has also redesigned its rating labels to make them more prominent and draw consumers' attention to both the age raring and the content descriptors.

The board will require gamemakers to display the new labels on packaging beginning Sept. 15. The "M" (for mature) and "AO" (for adults only) labels have been further redesigned to add specific age ratings. The "M" label will now include "17 ," while the "AO" label will say "adults only." The new content descriptors are "Cartoon Violence," "Fantasy Violence,"...

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