ESRB enlists Regis Philbin for PSA

The Entertainment Software Ratings Board has enlisted the aid of Who Wants to Be a Millionaire's Regis Philbin in its campaign to increase the awareness and understanding of its computer and video game ratings system. Philbin, joining the likes of previous spokespersons Tiger Woods and New York Yankees shortstop Derek Jeter, will appear in his own public service announcement that illustrates the importance of choosing games that are right for the family.

"Almost 50 percent of computer and video games are sold during the holidays," said Arthur Pober, president of the ESRB. "Choosing the game that is right for your family is easy--simply check the rating. ESRB developed the computer and video rating system to give parents the tools they need to make the right choice for their homes."

The PSA puts Philbin in the middle of a mock Millionaire game, where contestants play the wrong game by using catch phrases from other classic game shows. Amused by his contestants' behavior, Philbin says, "You gotta know what games are right for you." The ESRB ratings are as follows: EC (early childhood), E (everyone), T (teen), M (mature), and AO (adults only). See the Regis Philbin PSA below, and for more information, visit the official ESRB Web site.