The popularity of video games as a unique mode of entertainment in this age is unparalleled since its inception more than 30 years ago. Today’s players are more engaged physically and emotionally, a level deeper than when watching TV or a movie. As such, a video game age rating has been designed to give precise and objective information so consumers can make an informed decision whether or not to purchase a product. Rating categories show age appropriateness that is based on a particular system being used. Often times, these systems are sponsored or closely associated with the governments of countries around the globe.

These systems are the most commonly used in particular geographic regions and are part of the International Age Rating Coalition:

  • Australian Classification Board
  • European PEGI System
  • German USK System
  • Russian Video Game Rating System
  • North America ESRB

A Game Changer

With international markets the key to success, gaming companies cannot afford to take any chances with their branding. Game players are an intelligent and demanding group, regardless of what language they speak, so establishing an interactive relationship is essential if brands are going to stimulate international players to the same degree as that of the original product conception.

How important are video game ratings?

How important are video game ratings?

Most of these rating systems are the foundation for laws that govern the sales of video games to minors. Approval checking and rating are also part of game localization, prior to distribution to other countries and are also utilized to freely restrict certain sales of video games by stores.

The Process

The Process

For developers and publishers of these games worldwide, this means including relevant youth protection in the marketing strategy in the different countries where the video games will be released. One of the challenges that game publishers face in each country is how to effectively communicate and submit the proper documents in the country’s native language. Another difficulty is identifying content materials in their games that can pose a problem in terms of cultural beliefs endemic to a region.


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