ESRB creates new tween-and-up rating

Otherwise family-friendly games with moderate violence and mild suggestion will now be rated E10+ for Everyone 10 and Older.

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In the early 1980s, the Motion Picture Association of America (MPAA) created the PG-13 rating for films that weren't quite ready for the family-friendly PG label but that didn't deserve the near-adults-only R stamp.

Today, the game equivalent of the MPAA--the Entertainment Software Ratings Board (ESRB)--created a bridge rating of its own. Joining its already five-strong family of EC for Early Childhood, E for Everyone, T for Teen, M for Mature, and the rare AO for Adults Only is the new rating, E10+.

As its acronym suggests, "E10+" stands for "Everyone 10 and Older," and it falls between the E and T ratings. According to the ESRB, it has been tailor-made for the cash-flush tween demographic and will adorn games that "might contain moderate amounts of cartoon, fantasy or mild violence, mild language and/or minimal suggestive themes." Games deemed less risqué will continue to receive the E rating.

"We expect that many of the best-selling sports, racing, and adventure games will continue to receive E ratings appropriate for ages six and older," said ESRB president Vance. "Games with content that may not be suitable for younger ages of six to nine, such as racing games with more extreme crashes or fighting games with superheroes, will now receive an E10+ rating."

Which game will receive the distinction of being the first E10+-rated game has yet to be determined.

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