Activision is launching a campaign to educate parents’ ratings awareness by promoting and explaining the classification system of video games handed down by the Entertainment Software Ratings Board.
The campaign, labeled “Ratings are not a Game”, is being spearheaded by Activision in collaboration with Dr. Cheryl Olson, the co-director for the Centre of Mental Health and Media at Massachusetts General Hospital, with seven videos having been produced with the aim of helping parents to make ‘informed’ decisions about the video games they allow their children to play. Olson notes that “As a parent myself, I know there are so many things to worry about and not enough time, especially during the holiday season. These videos give practical research based advice on how to help your kids – and your family – get more out of video games, and how to watch for and limit electronic game play.” Mike Griffith, the President and CEO of Activision, says that “Activision is committed to providing consumers with guidelines and information to help them determine which video games are most appropriate for their families.”
Many gamers are speculating that the somewhat odd move could be Activision trying to cover its back after the controversy generated by leaked footage of a violent massacre (of innocent civilians by terrorists at an airport) from the upcoming “Modern Warfare 2”. Others, however, think the move is long overdue, one gamer noting “18 rated games are for people aged 18 or over. Not for 15 or 16 year old kids, or younger. Parents are idiots.”
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Parents need to understand what their children are playing. Yes a “M” rating on the box is a good way to say “NO you can’t have this game until I find out more about it”. It really doesn’t seem that difficult. This tidbit about the leaked footage is ridiculous. IT IS A VIDEO GAME!!!! Does the industry really need to start putting a disclaimer at the start of every game?!?! Quit whining people and either tell your kids no or actually do the research. Don’t get it for them and then blame the game makers when you see what is in it.