Rockstar Games’ controversial Manhunt 2 is being released for the PC this week in an uncensored version that carries an Adults Only (AO) rating from the Entertainment Software Ratings Board (ESRB).

Originally released in 2007 for the Wii and PlayStation 2 platforms, the title drew fire over its content and a perception that using the Wii’s motion controls to enact virtual violence could carry over to real-world violence, despite evidence that eventually emerged to the contrary.

The BigDownload notes that Manhunt 2 will be offered via the digital delivery system of Direct2Drive for $29.95. Purchases are limited to those who live in the U.S., Canada and Mexico.  While Valve offers a full Rockstar Games collection through its Steam service, no mention of the pending availability of an AO-rated Manhunt 2 game can be found anywhere on their site or within Steam.

The ESRB content descriptor for the game states: “Blood and Gore, Intense Violence, Strong Language, Strong Sexual Content, Use of Drugs.”

The International Nanny Association (INA) isn’t feeling overly matronly about an achievement said to be in the upcoming Electronic Arts game Dante’s Inferno.

According to UGO, the “Bad Nanny” achievement is designed to reward players who slaughter “a yet undetermined number of unbaptized infants,” leading INA to say that the game component was “created out of poor taste and bad judgment.”

The group continued:

INA is opposed to video games that promote and encourage players to "kill" babies, even in fantasy play. It is our opinion that this type of play may promote violence towards children. The name of the trophy or achievement, "Bad Nanny," is offensive to our association in that we strive to promote and educate the public regarding the selfless work nannies do to support families by providing quality in-home child care."

INA urged its members to email the Entertainment Software Ratings Board (ESRB) with concerns and complaints. The ESRB responded, noting that the game has not yet been rated, before adding:

…it should be understood that our job is not to censor potentially tasteless or objectionable content nor dictate to publishers what type of content they may include in their games. ESRB’s role is to objectively evaluate a game’s content and assign age and content ratings that will be helpful in allowing consumers to make informed choices.

An article on The Escapist traces the origins of the Entertainment Software Ratings Board (ESRB) from an institution initially created in order to avoid government regulation to where it is today.

While noting that the ESRB has made huge advances in connecting with its primary clientele (parents) and has even won over The National Institute on Media and the Family (NIMF), the article begins to detail “unaddressed challenges” from today’s videogame market that “pose serious threats to the ESRB's newfound relevance.”

Among these challenges is the ESRB’s current disinclination to rate online interactions (i.e. Online Interactions Not Rated by the ESRB):

The organization is missing out on a great opportunity to provide parents and children with a resource that enables informed choices beyond the enforced restriction of filters, a noble cause given that children play more online games than any other format.

A shift from brick and mortar retail outlets to digital distribution also poses “an immediate threat to ESRB compliance rates” says the piece’s author, Sara Grimes, who worries that this means that “the ESRB must rely on console manufacturers and mobile service providers to act as the system's new wardens.”

In summation, Grimes writes that “it’s almost as if the Board is orchestrating its own obsolescence.” She continued:

It's abstaining from involvement in significant game trends, failing to provide guidance where it is arguably needed most and handing over key governance responsibilities to certain members of the game industry while leaving others to fend for themselves.

The Entertainment Software Rating Board (ESRB) has drafted a pair of Delaware politicians for use in its holiday PSA drive.

State Representative Helene Keeley (D) and State Senator Bethany Hall-Long (D) appear in print, radio and retail ads designed to urge parents to check ESRB ratings when purchasing or renting a videogame.

Representative Keeley, (whose ad is pictured left) said:

Virtually all video game retailers have voluntary store policies restricting the sale of Mature-rated games to anyone under the age of seventeen. Parents can show their support for companies that have and enforce these policies by shopping for games at those stores.

Ads will run in Delaware shopping malls and radio stations beginning this month and running through December. The ESRB will also distribute a ratings education brochure to participating retailers for additional consumer education.

Entertainment Software Rating Board (ESRB) President Patricia Vance used her PlayStation blog to reveal that Sony has embedded an ESRB Video Game Ratings Guide directly on its PSPgo.

The guide offers a walk through of ratings categories and descriptors, along with a tutorial for setting up parental controls on Sony’s new handheld.

As GamePolitics noted last week, the Federal Communications Commission has floated the idea of a universal content rating system which would span various forms of media, including video games.

While lobbying group ESA quickly raised objections to the concept, the video game industry did quite well in an FCC report on parental controls issued to Congress on Monday. GameCulture has more:

Members of Congress who will receive the FCC's report will find almost nothing negative about the game industry's handling of parental control technology and ratings. Common Sense Media's concern about unrated online content and user-created content is noted but countered by the ESA, which points out that "no rating system or control device can anticipate the extemporaneous world of the Internet..."

While the FCC says it intends to launch a Notice of Inquiry specifically for games, this first round is a clear victory for the industry.  At this rate, even if regulators decide to pursue a "universal rating system," it could end up looking a lot like the system developed by the ESRB.

As noted by Joystiq, the ESRB is currently listing the upcoming PC version of Manhunt 2 with an Adults Only (AO) rating.

GamePolitics readers will likely recall that the console versions of Manhunt 2 generated a major controversy in the summer of 2007 when the game was banned in Britain and tagged with an AO here in the States. Rockstar subsequently released a toned-down version that earned an M (17+) rating for the U.S. market.

That was a critical milestone, because the Big Three console makers won't license AO-rated games for their systems, which makes it tough for a publisher to earn a return on its investment. That's why you don't see any AO-rated console games. While the open architecture of the PC negates licensing concerns, an AO-rated Manhunt 2 would still get thumbs-down from major retailers like GameStop and Wal-Mart.

That means that Rockstar is either planning a digital distribution campaign for Manhunt 2 or that it will edit the PC version - as it did with the console editions - to earn an M from the ESRB. Of course, there is a third scenario: Rockstar could ship an M-rated version to retailers while distributing an AO-rated version online.

We wonder how Valve might react to handling an AO game if its Steam service, which currently distributes Rockstar's GTA IV online, is under consideration as a potential digital distribution source for Manhunt 2.

The upcoming role-playing game Risen has become the latest victim of Australia's flawed game content rating system.

Refused Classification reports that Australia's classification board has declined to assign a rating to the game, which is being developed by Piranha Bytes. The board's action makes Risen the third game of 2009 to be RC'd Down Under; the others are 1C's first-person shooter Necrovision and something called Sexy Poker.

In the U.S. market, Risen has been rated M (17+) by the ESRB. Australia, however, has no rating higher than MA15+, which means that any title judged not suitable for a 15-year-old is effectively banned. Australian gamers have been lobbying their government unsuccessfully for an R18+ rating for several years.

The classification refusal might not be the final word, however. Risen could be edited by its creators enough to slip by Australian censors. This approach has worked for other games, most recently Necrovision.

Risen is scheduled for October release on Xbox 360 and PC. The website R18+ is a useful source for information about the ongoing Australian content rating debate.

It was 15 years ago today that the video game industry introduced the ESRB rating system to Congress, reports Wired's This Day in Tech blog.

The move came in the wake of Congressional criticism of game violence, particularly the original Mortal Kombat, which seems laughably tame by today's standards. Wired's Chris Kohler writes:

The [Congressional] hearings were largely a response to the popularity of... Mortal Kombat...

Nintendo chairman Howard Lincoln and Sega vice president Bill White took potshots at each other during the hearing. Lincoln said that the Sega CD game Night Trap, another photorealistic, occasionally violent game that the company had rated MA-17, “simply has no place in our society” and testified that “small children” had bought it.

Meanwhile, White’s position was that Sega was more responsible than Nintendo, because his company had [its own] rating system in place...  [Connecticut Sen. Joe] Lieberman would later express his shock that the two executives went after each other with such ferocity.

Lieberman's threat to regulate game content via legislation persuaded the game biz to get its act together. The IDSA (now known as the ESA) was formed and quickly set up the ESRB, which went into operation on September 1st, 1994.

Alabama Attorney General Troy King (R) has become the latest high-ranking state official to endorse the video game industry's content rating system.

In a press release issued yesterday, King announced a public service ad campaign designed to raise parental awareness of the ESRB rating system. The PSAs featuring King will air on radio and TV.

The A.G. commented on the campaign in yesterday's press release:

I know parents face tough decisions these days about the media they allow into their homes. There’s simply no substitute, though, for parental involvement and responsibility, and it’s important that parents play an active role in choosing games for their children. ESRB ratings are an effective and informative resource that allows parents to decide if the video game their child wants is appropriate, and rating summaries provide even more insight into exactly what a parent would want to know about in a game. I’m proud to be educating parents in our state about the tools at their disposal.

As GamePolitics has noted in the past, such campaigns are a sweet deal for the politicians involved. The ESRB picks up the cost of production for the spots and elected officials get a chance to show voters that they are concerned about children.

Readers can see King's PSA (as well as those made by other political figures) at the ESRB website.

It wasn't that long ago that Boston Mayor Thomas Menino forced the removal of ads for Grand Theft Auto: Vice City Stories from public transit vehicles operated by the Massachusetts Bay Transit Authority. Menino's office also pushed (unsuccessfully) for video game legislation last year.

Thus, there's irony aplenty to be found in seeing Menino's face plastered onto Boston buses, courtesy of the ESRB.

Last month GamePolitics broke the news that Menino was partnering with the ESRB on a public service ad campaign designed to raise parental awareness of the video game industry's content rating system. The bus ads are just a piece of that campaign which also includes TV spots, radio ads and outdoor print ads.

Locally, the Boston Globe and Boston-based Joystiq blogger Alexander Sliwinski have both taken note of the appearance of Menino's mug on local public transit. According to the Globe, the ESRB forked over $43,195 to the MBTA for the three-month bus ad campaign.

Perhaps not surprisingly, Menino is running for re-election this year. Prof. John Berg of the Suffolk University government department commented on the ads:

They can do this stuff, which is no doubt intended to help the [re-election] campaign, but looks very legitimate because they’re taking advantage of their role as head of the city.

The recent discussion concerning the ESA's desire to have its rating organization, the ESRB, evaluate game content for the iTunes App Store brings a number of questions to mind:

1.) Why?

Having watched how corporations, lobbyists and their related entities do business for some time now, I'm too jaded to believe that ESA/ESRB wants to jump into rating App Store games for the good of society or because it's the right thing to do. This would, after all, be a significant commitment of ESRB resources. Generally such things happen because there is revenue to be made or there's power to be grabbed.

Despite its present chaotic nature, the App Store is a rising star in the game space. Getting in on the ground floor would be a coup for the ESRB. Apple has a lot of money, too, and the ESRB is paid a fee by the developer/publisher for each game it rates. Despite my cynicism, ESRB spokesman Eliot Mizrachi told me that it's not about the Benjamins:

ESRB is a non-profit organization funded by the revenue generated from the services we provide the industry.  Given our highly discounted rate for lower-budget games, rating mobile games is not a financially attractive proposition; however we believe making ESRB ratings available for those games would serve consumers well.  Parents are already familiar with ESRB ratings and find them to be extremely helpful in making informed choices for their families.  
 
To be clear, our desire is to see Apple integrate ESRB ratings as an option in its parental controls and display a game’s rating (if it has one, the ratings are voluntary after all) in the App Store or on iTunes prior to purchase, not to require that every game available via an iPhone carry an ESRB rating (just as not every piece of video content available will carry an MPAA or TV rating). 

 

Apple’s integration of ESRB ratings into its parental controls for iPhone games would afford parents the ability to block those video games that carry an ESRB rating utilizing the same tool they are being offered to block video content that has been rated by the MPAA or carries an official TV rating.  It’s about giving parents the same ability to do on the iPhone what they are being offered with other entertainment content and can already do on game consoles and other handheld game devices.     

2.) What would it cost?

I asked the ESRB what it costs a developer/publisher to have a typical console game rated?  Would the cost to rate an iPhone game be less? Mizrachi said:

Our standard fees for getting a game rated cover the costs of providing that service.  However, to make accommodations for lower-budget product like casual and mobile games, several years ago we introduced a highly discounted rate - 80% less - for games that cost under $250,000 to develop.  We believe most iPhone games would likely be eligible for the discounted rate.

3.) Isn't this a lot of extra work for ESRB?

Mizrachi was asked whether the ESRB has the capacity to handle an influx of iPhone games for rating. His response:

ESRB has seen increases in rating submissions each year since its founding and has always been able to keep pace.  We have rated more than 70 mobile games to date and will undoubtedly rate more in the future as the market grows.  Consumers of those mobile games that have been assigned ESRB ratings should have access to rating information, and if parental controls are available, the ESRB rating should ideally be operable within that framework. 

4.) If the ESRB plans to do App Store games, what about Xbox 360 Community Games (soon to be known as Indie Games)? 

I also asked Mizrachi about the indie games on XBL. Wouldn’t they seem to be a more natural focus for the ESRB before targeting iTunes? Mizrachi said:

Once XNA games graduate to XBLA they are rated by ESRB... ESRB isn't "targeting" iPhone games.

5.) Who would pay for ESRB to rate App Store games?

Not the creators of $0.99 games, for the most part. They are apparently not making significant revenue. Apple has a deep pocket, of course, although they are not the creator of the games for sale on the App Store. Perhaps the larger industry players such as EA, Namco, etc. would foot the bill for their games. They are already accustomed to dealing with the ESRB.

6.) If only some games are rated, why bother?

But then again, if only the commercial game apps from major publishers are rated, how does that stop your kid from downloading Baby Shaker or Hot Dog Down a Hallway? The foundation for the retail employment of ESRB rating is its ubiquity. Major retailers won't carry non-rated games. Thus, parents have a reasonable expectation that their 12-year-old will be turned down if he tries to buy GTA IV. If not all App Store games are rated, such an expectation is not applicable. So, what's the point?

Hopefully we will learn more about the ESRB's plan as we go forward.

The ESA & ESRB (which is owned by ESA) have recently begun a push to bring the videogame industry's content rating system to that wild frontier of gaming known as the iTunes App Store.

The ESA plan has now received support from a rather unexpected source.

Dr. David Walsh of the National Institute on Media & the Family has weighed in with an endorsement of ESA boss Mike Gallagher's offer to have the ESRB rate App Store games. In a statement released late on Friday, Walsh said:

Michael Gallagher deserves considerable credit for his foresight in identifying the latest challenge for parents, the gaming industry and the ESRB. As gaming technology continues to advance and games become more accessible via online downloads and phone applications, parents will need new tools to keep inappropriate games out of their kids’ hands.

 

Gallagher took a great first step offering to work with Apple to ensure inappropriate content does not make its way into kids’ lives. I hope Apple accepts his offer and reaches out to other organizations like the ESRB and non-industry groups who are concerned about this issue and can offer valuable insight.

GP: As GamePolitics reported last September,  the National Institute on Media & the Family was the recipient of a $50,000 grant from the ESA Foundation.

Is the S-word more prevalent in T-rated (13 and older) games these days? And if so, is it a problem?

What They Play looks at the issue:

We’ve perceived a gradual shift in the "strength" of much of the language used in [T-rated] games’ scripts... our reviewers have described the use of certain words with more frequency; most notably the word "s**t."...

 

Recent Teen-rated games that have used the word include... InFamous on PlayStation 3... Wheelman... Battlefield: Bad Company... Mirror’s Edge... HAWX, and... Tom Clancy’s Endwar.

ESRB President Patricia Vance offered the content rating organization's perspective:

Assigning ratings to language in video games is less straight-forward than many people may realize... how we evaluate language when assigning ratings has remained relatively consistent over the years, with factors like frequency and intensity having always been particularly relevant...

 

There's no question that the average parent is sensitive to the language to which their children are exposed, just as they are to sexual or violent content. That's why one of our 'language' content descriptors will always be assigned to a T-rated game that contains profanity.

What They Play concludes that while sh*t is here to stay, overall the language in T-rated games remains a bit more regulated than that found in PG-13 movies.

GP: The concept of "ratings creep," in which what is acceptable within a rating gradually expands to encompass content once barred, has been found by Harvard researchers in relation to movie ratings. Could the same gradual process be afoot with ESRB categories?

Do games on the iTunes App Store need to carry ESRB ratings?

In recent times there have been a number of questionable developments in regard to iPhone apps. Some were banned that perhaps shouldn't have been. Others were cleared for sale despite containing questionable content.

Kotaku reports that ESA boss Mike Gallagher would be open to working with Apple on rating App Store games:

We’ve been down this road before, the entertainment software industry, we know how this goes and it’s wise for (Apple) to make steps in that direction so that this is addressed up front and there is an environment that is hospitable to children and families. It would be wise to do that, we would welcome the opportunity to work with them, we are reaching out to encourage that.

 

That doesn’t mean that every entrepreneur, every software engine that is able to write code and put up an app on the App Store is going to go through this process it simply says that if a game is rated it needs to pass through and be filtered appropriately by the controls that are on the iPhone. That would be a big step in the right direction and it is virtually friction free.

GP: While App Store offerings clearly need some kind of coherent rating system, it's unclear whether the ESRB is the right vehicle. As Gallagher notes, there is a high volume of games on the App Store. If all are not to be rated, of what value is a rating system? Who decides which games need to be rated? What is the ESRB's operational capacity to absorb App Store games into its workload?

Not mentioned by Gallagher, but clearly a factor, are the fees paid by developers to the ESRB have games rated. As GamePolitics reported just yesterday, most App Store games are not making money. Will small-time developers of $0.99 games who are hoping to catch lightning in a bottle on the App Store participate in a rating system which requires them to fork over to the ESRB up front? It seems unlikely.

Steve Six (D), the Attorney General of Kansas, has become the latest high-level state official to sign on in support of the video game industry's ESRB rating system.

A press release posted last week on Six's website includes the A.G.'s reminder to parents to make use of ESRB ratings:

With school out for the summer, kids may spend more time playing video games.  Parents must be vigilant about the media they allow into their homes. There's simply no substitute for parental involvement and responsibility, and it's important that parents play an active role in choosing games for their children. 

 

ESRB ratings are an effective and informative resource that allows parents to decide if the video game their child wants is appropriate, and rating summaries provide even more insight into exactly what a parent would want to know about in a game.  I'm proud to be educating parents in our state about the tools at their disposal.

Six will deliver the ESRB message on public service announcement on radio and T.V. in Kansas. The televised version PSA can be viewed on the ESRB website (scroll down to "Statewide TV").

The embers of the RapeLay controversy were stirred a bit yesterday with a report that the game - and others of its ilk - had been banned in Japan. Not by the government, mind you, but by an industry standards organization.

As it turned out, the report was false, but it prompted a great deal of hand-wringing about Japanese censorship. And yet, RapeLay is already banned - in advance - in the United States by an industry standards organization: the ESRB. Again, it's not a government ban, but it is a de facto ban.

Think about it. Video game retailers won't carry unrated games, which would require RapeLay's publisher to submit the software to the ESRB for a rating. Given its digusting subject matter, RapeLay would certainly be tagged with the quickest AO (adults only) rating ever issued by the ESRB. If you think back to the 2007 Manhunt 2 situation, you'll recall that major retailers won't carry AO-rated games and console manufacturers won't license them. That last bit wouldn't be a problem for RapeLay, of course, since it's a PC game.

Yes, the game could still be sold online by independents. Even governments have a hard time stopping that. But the AO rating is retail death and everyone in the video game business understands that. No publisher would waste their time and money submitting a RapeLay to the ESRB, which is why I maintain that such games are banned in advance. I don't have a problem with any of this, by the way. It's how the system was designed to work. True, there are occasional calls for a marketable AO rating. But the ESRB would probably need to create an XXX rating to accomodate games like RapeLay if AO ever became acceptable to Wal-Mart and GameStop.

And while RapeLay's developers are within their rights to create a game based upon sexual violence and pedophilia, retailers are certainly within theirs not to carry the game. Women's groups are free to protest its messages. And the rest of us are free to be creeped out by RapeLay.

Yesterday GamePolitics broke the news that Boston Mayor Thomas Menino is partnering with the ESRB for a public service ad campaign designed to raise parental awareness of the industry's video game rating system.

Colorado Springs TV station KRDO-13 is now reporting that Colorado Attorney General John Suthers (R) has also jumped on board the ESRB bus. A press release on Suther's website quotes the A.G.:

I know parents face tough decisions these days about the media they allow into their homes. There’s simply no substitute for parental involvement and responsibility, and it is important that parents play an active role in choosing games for their children. ESRB ratings are an effective and informative resource that allows parents to decide if the video game their child wants is appropriate.

Suthers' message to parents will be broadcast on Colorado TV and radio.

The debate over gay marriage is raging in California and elsewhere, but the video game industry has its own gay rights issues to address. From Xbox Live's banning of certain gamertags to Bioware's recent Star Wars: The Old Republic forum flap, the game biz has handled its relations with its gay and lesbian customers ham-handedly at times.

Over at Ars Technica, Ben Kuchera surveys the situation and talks with, among others, Flynn DeMarco (left), editor of GayGamer:

Being able to identify as gay or lesbian in an online gaming perspective has its positives and negatives. The negatives being obvious in that they face endless harassment. The positives are that maybe you can connect and play with someone else without having to listen to a litany of gay jokes and 'fag' insults...

...repressing GLBT visibility in forums, even with good intentions, only makes it safer and more acceptable to use hate speech. Visibility is key to equality...

 

I definitely feel that the LGBT issues are part of the larger issue of gaming's immature treatment of sex...

ESRB spokesman Eliot Mizrachi offered the perspective of the video game industry's content rating organization:

We've encountered the issue of same-sex content before—the boy-boy kiss in Bully being one example...

 

While there aren't any content descriptors that specifically identify same-sex content, our raters are trained to consider these types of elements within the context of the overall game, and to weigh those factors, among others...

He has been one of the video game industry's most aggressive critics in the past, but GamePolitics has learned that Boston Mayor Thomas Menino (D) will partner with the ESRB on a public service ad campaign designed to raise parental awareness of the video game rating system.

The campaign, unveiled in Boston by Menino and ESRB President Patricia Vance, will feature T.V. and radio ads as well as outdoor print ads. Of the media blitz, Menino said:

Parents want control of the media that comes into their homes, and the entertainment that their children enjoy. That’s why it’s so imperative that we educate parents about useful and informative tools like the ESRB ratings and rating summaries, so they’ll be empowered to make informed choices about which games they deem appropriate.  I’m proud to be educating parents in our city about the tools at their disposal.

With today's news, Menino joins a number of high-profile elected officials around the country who have partnered with the ESRB on game ratings awareness campaigns over the past several years. Given Menino's track record as a video game industry critic, the turnabout is especially significant.

In 2006 Menino led a campaign to have Grand Theft Auto ads removed from public transit. In 2007 his office flirted with video game legislation authored by Jack Thompson. The Boston Mayor's video game bill was eventually submitted to the legislature in 2008, but died in committee.

Menino, who earlier this year touted Boston as a game industry-friendly city in an effort to attract jobs, is running for an unpredecented fifth term as mayor.