A new survey conducted by Activision shows an overwhelming amount of parents find the ESRB and its current game ratings system an effective tool for determining what games are appropriate for their children. The survey was conducted as part of the company’s “Ratings Are Not a Game” initiative to further parent’s awareness of the rating system.

Roughly eighty-percent of parents surveyed said they are very familiar with the ESRB’s rating system and pay close attention to it when purchasing games for a child. Over fifty-percent of parents said that a game’s ESRB rating has been the deciding factor in considering whether or not to purchase a game, and that they research games before purchasing them.

“We were delighted to learn that parents and their children are very familiar with the ESRB ratings system, but it was even more gratifying to see that such a large majority of parents are aware of, researching and active in their children’s videogame purchasing and playing,” said Robin Kaminsky, EVP of Publishing for Activision. “Looking ahead, these results will help strengthen our efforts to raise greater awareness among both parents and young people why “Ratings Are Not a Game.”

The survey results coincide with a 2001 Federal Trade Commission which found the ESRB’s rating system more effective than the rating system used for movies and music, stating that “there is much more in the game industry’s rating system that merits duplication by others.”

On a larger scale, the survey also showed that video games are becoming more widely accepted as viable forms of entertainment. Over seventy-percent of parents feel that video games have become a part of their family’s life and are comfortable with this. In fact, fifty-eight percent of those parents surveyed said they play video games themselves, with 52% of their game playing time spent with their children.

“Video game ratings can only be effective if consumers understand the ratings and use them when making purchasing decisions for their families, and this study shows that parents greatly rely on and value the ESRB ratings in helping them decide which games to allow their children to play,” said Patricia Vance, ESRB President.