2007

Parental Involvement: C
Ratings Education: B-
Retailers’ Policies: C-
National Retailers: D
Game Specialty Stores: B
Game Rental Shops: F

Video Game Industry: C
ESRB Ratings: C+

Commentary begins here:

The National Institute of the Media & the Family (NIMF) runs a site called “Media Wise” and they release a parent’s guide each year along with their annual “Report Card.” They’ve graded the video game industry for over a decade now and despite the presence of real experts and PhD’s on their board “accuracy” and “consistency” aren’t things they’re particularly good at.  The grades have fluctuated over the past four years I’ve learned they are also completely unpredictable. Seriously. I watch the industry closely and can’t for the life of me figure out how NIMF arrives at these grades.  Look at the past couple years to see what I mean: (Thanks to GamePolitics.com for this handy information):

2006:

Parental Involvement: INCOMPLETE
Ratings Education: B
Retailers’ Policies: B
Retailers’ Enforcement:
Big Box stores: A
Game Specialty Stores: F
 

2005:

Ratings Education: C+
Retailers’ Policies: B
Retailers’ Enforcement: D-
Ratings Accuracy: F
Arcade Survey: B-
Industry’s 10-year cumulative grade: D+

The ESRB has had a couple “scandals” this year (scandals is in quotes because the actual scandal-value was greatly exaggerated at the expense of the truth, and of parents) but they’ve stepped up their “ratings education” so why the slide downward this year?  How did Big Box Stores (Best Buy, Target, Wal-Mart) go from an A to a D (assuming “Big Box” are now considered “National Retailers”).  I’m no conspiracy theorist but are these grades arbitrary?  Subject the the whim of politicians and the expediency of their message?  Last year had a weird spirit of reconciliation, was that because politicians valued by the anti-video game cause like Santorum, lost their jobs at the end of ’06?  Is the upcoming ’08 election reason for the turn back toward harsh criticism?

How can anyone trust these grades?  What do they mean?  And these guys are calling the ESRB “vague and capricious”?   Here’s a link to their complete report card.  Once again GamerDad is saying that “Mediawise Isn’t.”

Tags: Misc