Magazine article Marketing

Sega/Nintendo Row over Ratings

Magazine article Marketing

Sega/Nintendo Row over Ratings

Article excerpt

A global battle has broken out between Sega and Nintendo over the introduction of cinema-style ratings onto video games.

The seemingly innocuous issue has exposed a raw difference of opinion over the future direction of the $16bn (|pounds~11bn) industry.

Sega's desire to promote industry-wide self regulation and accept 15 or even 18 certificates for certain titles is "a smokescreen for more violent games," claims Nintendo.

Sega is keen to promote greater regulation within the industry after the hammering it took for its Night Trap game. In both the US and UK there was criticism that the game was both sexist and too violent.

In the UK, Sega took the game to the British Board of Film Classification for an official rating to try and stop the flak. It was awarded a 15-certificate. "The main issue was that it featured violence towards a woman," explains BBFC deputy director, Margaret Ford.

Nintendo says that any industry-wide rating system is unnecessary and it should be left to individual companies to police the content of software. …

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