The FTC recently gave the video game industry the equivalent of a gold star in terms of how it regulates the way games are sold and advertised to kids — finding that its self-regulation (largely the ESRB ratings) is “the strongest” of the three major entertainment sectors: video games, movies and music.
But the Commission did say that gaming companies need to do more to keep ads for Mature-themed games from showing up on sites that “disproportionately attract” kids and teens — and that better regulation of mobile games, in particular, should be one of the industry’s main goals moving forward. That’s mostly because the ESRB ratings are geared toward PC and console games — not mobile titles — not to mention the fact that the mobile game sales pipeline is extremely fragmented.
“The proliferation of game applications for mobile devices provides challenges

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