GameStop Launches ESRB Ratings Campaign

In addition to its president Steve Morgan appearing in the just-launched ESRB national TV campaign, game retailer GameStop/EB Games has announced its own independent education and awareness campaign for parents regarding the ESRB's game ratings system. The “Respect the Ratings” campaign, the retailer says, reflects both its commitment to and support of the ESRB ratings system and its policy of restricting sales of mature rated titles to minors. The retailer has created its own website, www.RespectTheRatings.com, featuring a full breakdown of the ratings system and what each individual rating stands for, a glossary of commonly used descriptions, terms, and acronyms to help parents better understand gaming, and an extensive list of resources for further research, including tips on monitoring game play. In addition to the site, GameStop and EB Games says it also has full ESRB ratings information circulating in-store for parents who need more help. Said GameStop Corp president Steve Morgan, “This is a year-round initiative that helps consumers shop smarter. It is especially fitting that we launch this effort during the holiday season because providing parents the right information makes gaming an even more rewarding experience for everyone.”