Microsoft, Best Buy Educate Consumers On ESRB

Microsoft and U.S. entertainment retailer Best Buy have teamed up for a campaign to educate shoppers on the Entertainment Software Rating Board (ESRB) video games rating system. As part of the campaign, US Best Buy shoppers will have the opportunity to purchase Xbox 360 wristbands for $1. Accompanying the wrist bands will be a pamphlet that outlines "Safe and Secure Family Entertainment." According to the two companies, the content of the pamphlet defines the ESRB ratings system, and also focuses on how to take advantage of built-in safety measures in gaming consoles that let parents choose the right play and view settings for their family. The Xbox 360 features parental controls, and the other major next-gen consoles have also confirmed that they will also feature similar controls. At the time of that announcement, ESA president Douglas Lowenstein commented on his organization's pleasure that the hardware manufacturers "...have voluntarily stepped up to take concrete steps to put the power to regulate the games kids play where it belongs – in the hands of parents, not government, retailers, or anyone else," continuing: "The combination of these new controls, the existing ESRB rating system, and voluntary commitments by retailers not to sell Mature and Adult Only games to minors strikes the right balance between strong self-regulation and the ultimate responsibility of parents to take charge of the media their kids consume." Returning to the Microsoft and Best Buy agreement, in addition to the previously announced wristbands and pamphlets, the companies have announced that they will donate all proceeds from the campaign to benefit Boys & Girls Clubs of America in support of the Club Tech program, founded by Microsoft which trains youth to use technology safely and responsibly.