Activision has launched its own public awareness campaign aimed at helping parents learn about the Entertainment Software Ratings Board's video game ratings system.
It calls the initiative "Ratings Are Not A Game," and in its efforts, the company has partnered with Massachusetts General Hospital's Dr. Cheryl Olson, co-author of the Grand Theft Childhood book, on a series of seven educational videos about game ratings.
"Activision is committed to providing consumers with guidelines and information to help them determine which video games are most appropriate for their families," says Activision Publishing president Mike Griffith.
The ESRB frequently unveils its own public service campaigns about its ratings system, often in partnership with state governments. Activision may be taking matters into its own hands because it is not a member of the game industry's trade body, the Entertainment Software Association, which established the ESRB.
Dues paid by ESA members go in part toward lobbying government and educating the public on issues concerning the video game industry. Activision CEO Bobby Kotick has said the company doesn't necessarily share the same concerns and representational needs as other publishers in the industry, and that it prefers to address public issues on its own.