Connections Urges Parents To Go Beyond Video Game Ratings

Connections, an entertainment savings program by Adaptive Marketing LLC^®, urges parents to take an active role in choosing the video and computer games played by their children.

Connections says advances in video graphics and audio make today's games look and sound more realistic than ever. Unfortunately, such realism often exposes players to graphic imagery and gaming situations that may not be appropriate for minors. How can parents decide which games are suitable for their children?

In 1994, the video game industry established the Entertainment Software Ratings Board (ESRB) to issue ratings for virtually all new video and computer games. Under the ESRB system, games receive one of the following rating symbols on the front of the packaging: Early Childhood (EC); Everyone (E); Everyone 10+ (E 10+); Teen (T); Mature (M); and Adults Only (AO).

In addition to the symbol, all games with an ESRB rating have supplemental information — content descriptors — on the back of the packaging, providing details that contributed to the rating, such as "blood and gore," "drug references," "nudity" and "violence." Connections says these descriptors are just as important, if not more so, than the logo on the front of the packaging.

Connections says ratings are not enough

While these ratings are an important first step in identifying potentially inappropriate games, parents should remember that the ratings are purely voluntary and do not prevent retailers from selling games to young children. But here's how you can learn more about new video games:

Ask around. Other parents certainly share your concerns about violent and sexually explicit video games, so ask your fellow parents what games are allowed (or banned) in their homes. In addition, ask your local retailers about their policy for selling video games to minors.

Try it first. Before spending $60 on a new video game, which may be inappropriate for your children anyway, rent it from your local video store, or go to the publisher's web site and download a free demo version. You'll be able to tell within minutes if it's suitable for your household.

Get involved. Talk to your children about their favorite video games, and explain to them why you feel some games are inappropriate for them. Better yet, if you play video games with your children, it will help you to understand their views while increasing communication about the issue.

This article brought to you by Connections.

Connections

Headquartered in Norwalk, Conn., Adaptive Marketing LLC^® is a category leader in membership programs, bringing value direct to consumers through an array of benefits in healthcare, discounts, security and personals. With broad online and offline distribution capabilities, Adaptive Marketing offers its corporate client partners effective tools to enhance market presence, strengthen customer affinity and generate additional value through programs such as Connections.

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