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[Killthee]

General audience trailers for M rated games:

Most notably, video games marketing will be following the lead of film. Publishers now have an opportunity to produce and distribute trailers for Mature-rated games and games expected to be issued a Mature rating at a much larger “general” audience. These specifically cut trailers will have a green “slate” that airs before the trailer rolls, and is required be on-screen for at least four seconds.

It’s very much like the green “the following preview has been approved for appropriate audiences” bit that appears in front of most movie trailers. Here’s the ESRB’s example:

Trailers intended for this “general” audience will not require an age gate on websites, but such trailers must be approved by the ESRB prior to release. It will be business as usual for trailers that fully depict the game’s included violence and sex, age gates and all. The ESRB describes the process this way:

"A trailer, demo, or video (of any length) for a Mature-rated game that has been deemed suitable for a general audience through the ESRB pre-clearance process will not require an age-gate. Please note that pre-clearance of Mature-rated game trailers posted without an age-gate is mandatory and must be submitted to [the ESRB]."

Cross promoting games:

On a case-by-case basis a company may obtain approval prior to public release via the ESRB pre-clearance process to cross-sell a Mature-rated game with a less restrictively rated game. Supporting documentation (e.g., media and/or marketing plans, demographic data) will be required to demonstrate that the games being cross-sold have the same intended audience and, where audience demographics can be verified, that the cross-sell is in compliance with the ESRB’s target marketing guidelines.

Rating splash screens in demos & placement for ratings in international websites:

There are two other changes outlined in the documentation, as well.

One, the ESRB previously required demos (both standalone and full game unlocks) to have a game’s rating displayed a period of four seconds before the game begins. This is no longer required, so long as the demo's download page includes the rating information and is “clearly visible prior to access.” Publishers are asked to “use their best efforts” to display the ratings information at store kiosks with demos. This does not change the requirement for trailers--those must always display before the trailer.

Two, the ESRB currently has a rule where ESRB ratings and ratings from international organizations, such as Europe's PEGI, cannot be displayed next to one another on publisher websites and social media. Most likely it's because the ratings are not considered equivalent. The ESRB has noticed some publishers choosing to display no ratings at all, so the ESRB has ditched that rule for websites and other areas where geo-segmentation (what’s displayed changes based on your location) isn’t possible.

The gist of it is:

• Publishers can get around the age gate policy for trailers by making general audience trailers, but they have to be approved by the ESRB.
• Violent trailers will still require age gates.
• Publishers can cross promote (leaflets in games, banners in websites, etc...) an M rated game in a lower rated game if they can demonstrate to the ESRB that both games share the same audience.
• Publishers don't have to insert game rating splash screens at the start of game demos if the game rating is displayed on the download page.
• Publishers can display PEGI ratings next to ESRB ratings in websites.

Article llnk

 

[blamite]

This is good right? This sounds good, I think.

 

[jstevenson]

This is good right? This sounds good, I think.

it's good

 

[Nirolak]

This is good right? This sounds good, I think.

Video game publishers can now market their M games easier.

 

[The Lamp]

This doesn't sound like it does anything useful... The changed rules sound arbitrary. But what do I know.

 

[FyreWulff]

They can make trailers for general audiences, but I wonder if the cross-marketing thing will have an effect. Something like the Halo stuff in Kinectimals was always a tad weird to me, an M rated game having stuff in a very E game.

Or if they mean non ingame marketing material only.

 

[border]

Why are they so insistent on this dumb age gate bullshit?

How long do you think it takes an 8-year-old to figure out that he should never tell any website that he is less than 18 years old? Can YouTube even enforce age gates?

 

[Heart of Black]

That is better, age gates are dumb.

My boys at my old job will have an easier time for some trailers...

 

[javac]

Yup sounds good. Were ESRB and PEGI ratings not allowed to be shown together before?

 

[Why would you do that?]

Good news.

Something like the Halo stuff in Kinectimals was always a tad weird to me, an M rated game having stuff in a very E game.

Better than Pyramid Head in Track & Field.

 

[FyreWulff]

Why are they so insistent on this dumb age gate bullshit?

How long do you think it takes an 8-year-old never to figure out that he should never tell any website that he is less than 18 years old? Can YouTube even enforce age gates?

The age gate is entirely so they can say "lil Jimmy saw the BloodGuts trailer and you're angry? Strange, Jimmy would have to have lied about his age to see it. Try watching what your kid is doing more"

 

[Killthee]

Why are they so insistent on this dumb age gate bullshit?

How long do you think it takes an 8-year-old never to figure out that he should never tell any website that he is less than 18 years old? Can YouTube even enforce age gates?

AFAIK, YouTube has a flag for adult videos that requires you to sign in before viewing. Not sure if it's ever been used for a game trailer though.

 

[The Faceless Master]

still with the age gates? really? REALLY?


i wonder how much time is wasted on age gates...

AFAIK, YouTube has a flag for adult videos that requires you to sign in before viewing. Not sure if it's ever been used for a game trailer though.

it has, some game trailers on their official pages require a sign-in.

 

[SirIgbyCeaser]

ESRB rates your non-age gate trailer. 1,000 dollars please.

Ok its good.

Thanks Publishers.

Oh yeah please no sex, but all the murder in the world is ok.

 

[TheChewyWaffles]

Video game publishers can now market their M games easier.

I thought ESRB was all voluntary anyway?

 

[Why would you do that?]

still with the age gates? really? REALLY?

Their new rules are allowing ways to circumvent age gates. They're not adding any new ones in.

i wonder how much time is wasted on age gates...

Takes four seconds to fill out an age gate. Same amount of time the M rating will be displayed.

 

[Starwolf_UK]

Yup sounds good. Were ESRB and PEGI ratings not allowed to be shown together before?

Its leads to brand confusion/comparison or can be seen as an endorsement. In other words it might be seen as misleading the consumer. Its probably more of a legal thing though (thats why comparative advertising is rather rare).

 

[FyreWulff]

I thought ESRB was all voluntary anyway?

It is, but it's required to get a rating if you want to release a game on consoles by first party.

 

[Deleted member 80556]

Great! Now maybe Steam won't ask me every day or so for my birthday info every time I try to enter a game that is rated M.

Also, great for publishers, seems like this might help publishers and developers.

 

[L00P]

I kind of like age gates. I'm proud to fill it out knowing that I'm old enough to watch the trailer

January 1 1921 represent!