Note: iOS 9 + Facebook users w/ trouble scrolling: #super sorry# we hope to fix it asap. In the meantime Chrome Mobile is a reach around
hot  /  reviews  /  videos  /  cblogs  /  qposts

82% of parents familiar with ESRB ratings

11:40 AM on 01.14.2010 // Jim Sterling

Evil publisher Activision has today provided yet more proof that the videogame industry is doing more than its fair share to protect children from violent videogames, with a whopping 82% of parents interviewed stating that they are aware of the ESRB age rating system. 

70% of parents pay strict attention to the ratings, while 63% of parents with gaming kids also consider themselves gamers. Of the parents aged 35 or younger, 83% believe that they are gamers. 52% of gamer parents spend time playing with their children. 

Of course, this won't stop idiots and so-called journalists screaming that the videogame industry is irresponsible and dangerous, but at least we know the actual truth of the matter, right? Screw everybody else.


SANTA MONICA, Calif., Jan 14, 2010 /PRNewswire via COMTEX News Network/ -- According to a national survey released today by The Harrison Group and Activision Publishing, Inc. (Nasdaq: ATVI), 82% of parents and 75% of children who play games are familiar with ESRB ratings system.

To view the multimedia assets associated with this release, please click

Additionally, 63% of parents with children who play games consider themselves gamers with the number increasing to 83% for parents ages 35 and younger, and 70% of parents pay close attention to the ratings when purchasing a game for themselves or their families.

The survey was conducted by The Harrison Group as part of Activision's "Ratings Are Not a Game(R)" educational initiative and focused on the awareness and influence of the ESRB rating system on both children and their parents.

Other key survey findings include:

Gamers devote 32% of their leisure time to entertainment with video games accounting for the largest share - approximately 19%.

76% of parents agree that video games are a part of their family's life, and are something they're very comfortable with.

Among parent gamers, 52% of their video gaming playing time is spent with their children.

Approximately 62% of parents conduct research before purchasing a video game that their child wants.

"Parents rely on and value the ESRB ratings in helping them decide which games to allow their children to play," said Mike Griffith, President and CEO of Activision Publishing. "Our 'Ratings Are Not A Game' education initiative underscores our commitment to helping parents better understand and utilize the ratings system as they select age appropriate games and determine the best way for the entire family to enjoy the gaming experience."

Activision's "Ratings Are Not A Game" educational initiative focuses on educating consumers about the ESRB's rating system and helping parents make informed decisions about the video games their families play. The company recently partnered with Dr. Cheryl Olson, co-director for the Center for Mental Health and Media at Massachusetts General Hospital, to produce a series of videos that help parents optimize children's experiences with video games. These videos, as well as additional resources for parents are available at


For the Activision ESRB ratings survey, 1,201 online interviews were conducted among a nationally-representative group of video game players ages 6 to 44 and their parents. The research was conducted by the Harrison Group, a strategic marketing consulting and research services firm (


Jim Sterling, Former Reviews Editor
 Follow Blog + disclosure JimSterling Tips
Destructoid reviews editor, responsible for running and maintaining the cutting edge videogame critique that people ignore because all they want to see are the scores at the end. Also a regular f... more   |   staff directory

 Setup email comments

Unsavory comments? Please report harassment, spam, and hate speech to our community fisters, and flag the user (we will ban users dishing bad karma). Can't see comments? Apps like Avast or browser extensions can cause it. You can fix it by adding * to your whitelists.

Status updates from C-bloggers

Jed Whitaker avatarJed Whitaker
Haven't been around a few days. Getting over a cold and working on a review for Superbeat: Xonic on Vita. Starting to feel better, I think / hope.
inspavo avatarinspavo
Solar Pony Django avatarSolar Pony Django
So I'm almost done with my first play through of Undertale and... It's okay. It's in no way bad (and I'm enjoying it more than Fallout 4 which in also playing) but feel... It was overhyped I suppose? Not sure really... Maybe a second play though will help
Agent9 avatarAgent9
Sometimes I wonder why I care. To simply have more vitriol and misery as my reward, to suffer ingrates and fools. That in all I do I'm never afforded the same respect or kindness. Let it be then, and let pain follow. I'm done with this shit.
Mike Martin avatarMike Martin
I was telling this dead baby joke at dinner tonight, and this lady I don't recognize says, "I'm sorry. That joke isn't funny to me, I have two dead children." At this point, I went over my options in my head and settled with telling her the joke twice.
CoilWhine avatarCoilWhine
I really wish the slowpokes at Microsoft would add Forza Horizon to Xbox One backwards compatibility.... It's my favorite racing game. And the soundtrack is honestly flawless.
Parismio avatarParismio
Some green tea and Mario Kart w/ family is a great way to end the day.
KingSigy avatarKingSigy
Honestly, Broforce might be my GOTY. It's really fucking amazing.
OverlordZetta avatarOverlordZetta
Welp, Remote Play is coming to PCs. Calling it now, PS Now enabled toasters and glasses will be announced at the next big Playstation event alongside cute Vita coffins made of paper you can print out of your Remote Play capable printers.
Niero Desu avatarNiero Desu
How did your Thanksgiving small talk with obscure relatives go? Oh, I bonded over the ethereal experience of hydrogen peroxide in ear canals but they'd never heard of Chrono Trigger so we mostly chewed the corn-flakes-on-potato thing in silence
Amna Umen avatarAmna Umen
Don't forget [img][/img]
Mike Wallace avatarMike Wallace
I wonder how far the show would be taken out of context if the lyrics were "Go, Go Power Rangers, you Mighty Morphine Power Rangers."
Rad Party God avatarRad Party God
I just tried out Skyforge, and... [img][/img]
Pixie The Fairy avatarPixie The Fairy
Is it weird I finally want a Samurai Warriors game because I think Koshosho is super fab? [img][/img]
Gamemaniac3434 avatarGamemaniac3434
I've never cleaned my comp in the 3-4 years I have had it. Soon I will dust it. I....I dont know what I will find, hidden in the dust.
CoilWhine avatarCoilWhine
Happy late thanksgiving Dtoid. I played Doodle God and Murasaki Baby on PSVita, and am now Achievement grinding in Forza Horizon 2 Presents Fast and Furious on Xbox One. Super easy 1000G, I need it.
Pixie The Fairy avatarPixie The Fairy
Black Friday pick ups so far are Shantae and the Pirate's Curse, Titan Souls and tomorrow Devil Survivor 2 Break Record ($29.99 at GameStop).
Gamemaniac3434 avatarGamemaniac3434
This thanksgiving, give thanks for the fact that your family wasnt 1 of the 3 to have picked out a wasp filled turkey, buying a meal and becoming a meal. Next year, may not bring such.....dissapointing results.
Nekrosys avatarNekrosys
So I'm pretty sure you all should be giving thanks to Nekro. For he is the one true perfect being. Be thankful that your lives have been blessed by the addition of a Nekro. For that is the true meaning of Thanksgiving.
Solar Pony Django avatarSolar Pony Django
Happy Thanksgiving Dtoid! Here's hoping you didn't fall off a chair while hanging Christmas lights and bash your shin and foot into the concrete like I did!
more quickposts



Invert site colors

  Dark Theme
  Light Theme

Destructoid means family.
Living the dream, since 2006

Pssst. konami code + enter

modernmethod logo

Back to Top

We follow moms on   Facebook  and   Twitter
  Light Theme      Dark Theme
Pssst. Konami Code + Enter!
You may remix stuff our site under creative commons w/@
- Destructoid means family. Living the dream, since 2006 -