We were pleased to hear that there was plenty of positive news
retailer ratings education and enforcement: 71% are educating the
about the ESRB rating system; 94% have a policy not to sell/rent
games to persons under age 17. It is important to emphasize that the
"secret shoppers" were turned down 56% of the time when they attempted
purchase M-rated games. This turn-down rate is a significant
since 2000, when only 19% were turned down. This overall trend
strong and growing retailer commitment to video game rating
although clearly we are not yet where we want to be as an industry.
We were disappointed to learn that the NIMF continues to unevenly
results of their sting operations (judging the effectiveness of
enforcement stemming the sale of Mature-rated games to minors). The
that they weight their conclusions by individual stores rather than by
actual real-world market value is significant, both to the statistics
well as to the practical realities of sales. Not weighting the data
by market share may well account for the NIMF sting results quite
swinging wildly back and forth over the past five years.
We have repeatedly requested that the National Institute on Media and
Family disclose their methodology so that we may better understand how
cull their results and been denied year after year.