ESRB, Ingrams Partner For Ratings Awareness Campaign

The ESRB has announced a new campaign that will see 10,000 independent and small chain retailers receiving signage to further educate consumers on store policies regarding rentals and sales of mature rated games to minors. The new campaign coincides with a declaration by the EMA and other trade groups that this June be known as "Entertainment Ratings & Labeling Awareness Month," with materials disseminated as pullouts included with the May 28th issue of Ingram's Entertainment Preview magazine. Five components, including shelf strips, store policy signs and tent cards, will be included, each explaining ratings and store policies, along with a letter from Ingram senior VP of sales and marketing Bob Geistman on the importance of supporting the ESRB ratings at retail. Print ready versions of additional signage are also available via the ESRB's website. Said ESRB president Patricia Vance, "Our partnership with national retail outlets continues to be strong, and with the help of Ingram Entertainment we're helping smaller, independent retailers across the country inform their consumers about the rating system and support their store policies." EMA president Bo Andersen added his approval of the campaign, saying, "EMA commends and thanks Ingram Entertainment and ESRB for providing independent and small chain retailers with these materials during Entertainment Ratings & Labeling Awareness Month. This will enable those retailers to join others across our industry in helping consumers choose games they deem suitable for their children and families."