Helping Parents Decide: Is It OK to Play?
ESRB launches awareness campaign

In October 2003, the ESRB launched the "OK To Play?" campaign. The "OK To Play?" slogan resulted from consumer research indicating that parents rely on the ESRB rating system to select computer games and videogames that are appropriate for their families.

The ESRB has deployed a new strategy that involves customizing "OK To Play?" point-of-sale signage and other marketing collateral for each retail organization. Results of the campaign have exceeded expectations: 12 of the top 14 national retail chains are relaunching their ESRB rating programs.

Want to know more about the ESRB's retail partnership program? Please contact Christine Seddon at the ESRB at (212) 759-0700 x 236 or at cseddon@esrb.org. You can also visit the ESRB booth in the West Hall Lobby.

BY DARREN GLADSTONE
 
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