M-rated Games Are Top Sellers, according to New Research

M-rated Games Are Top Sellers, according to New Research

September 11, 2007
M-rated games may not be the largest market segment, but they could well be the best-selling.

Just-released data from electronic entertainment design & research (EEDAR) reports:
Mature rated titles, comprising 10% of all US retail games examined, have both the highest average Metacritic scores and the highest average gross sales in the United States. This is despite not being offered for sale at some major retailers...

The Action genre is the most prevalent in the market at 24% of all available titles, through the Shooter genre has the highest gross sales. 

Over at PC World Matt Peckham writes:
Surprising or not, [the EEDAR data is] still pretty astounding. And a little worrisome. You can bet that number's at least partially composed of M-rated sales to minors. I suppose we'll eventually see this study turn up in the pocket of some crusading politician as another truncheon to convince us we should let the government surrogate parent.

GP: Frankly, I don't find this data surprising at all. While the game industry spin invariably points to the low overall percentage of M-rated titles compared to E's and T's, many of the most-anticipated games are frequently M's.

This year is a typical example: Halo 3, GTA IV (until delayed), BioShock, Manhunt 2 (whipped up by the AO hype). On the other hand, you've got the likes of Madden (E), Metroid Prime 3 Corruption (T) and Rock Band (T).

Comments

I'm betting R movies have a similar advantage at the Oscars.
Hey Kingdom hearts 1 and 2 were awesome games and they werent rated M


well i give it maybe 3 hours before nutcase jack shows up
i dont think a game needs to be rated M to be a good game but it does help a bit sometimes...

dont think the gta games would of been what they were if they were say Rated T
"Three, there is a portion (though I’m not sure how large it is) of the gaming population who equates things that don’t have an M-Rating with being stupid or childish. These are, frankly, idiots who think that, say Mario or Rachet’n'Clank are inferior simply becasue they lack blood and guts."


I wouldn't say they are superior, but some of them are good in a different but equal way. I like games such as Trauma Center: Second Option and Super Paper Mario. But I wouldn't want to subsist on them alone. I need sometimes grittier, mature games such as Half-Life 2, S.t.a.l.k.e.r and Silent Hill. They have an atmosphere that just wouldn't be possible to weave without blood and guts.
oops
"should have seen"
should be read as
wasn't supposed to have seen...
This is not suprising. Games made for ADULTS (The largest majority of gamers) will sell better with ADULTS (See above) then saaaay Charlie and the Chocolate Factory. Mainly because games for kids will sell if they can shoot and fart. Games for adults need at least playable controls and a storyline to keep playing.
There's also the fact that the more controversy a game (M-rated or otherwise) gets in the press, the more it's going to sell when it's released.
Not terribly surpising really. Like Unrated said most of those games are made and marketed towards adults. It makes sense that they would be the top sellers.

That being said I'm not really looking forward to any of those listed, well except for Rock Band.
I agree with GP etc, matt peckman doesnt know what hes talking about, the figures arent in the slightest surprising there a huge market of adult gamers who buy adult rated games, sales to minors are almost megligible
i dont see why some view the fact that M rated games are the most popular of the bunch as a bad thing. people are not going to sit around and watch/play sesame street stuff all their lives. as people get older, they get attracted to more adult-oriented material. there isnt anything wrong with that.
It's also true that the more advanced technology-wise games do tend to have higher ratings. And while the very youngest aren't as interested in the flash, young adults and adults are very drawn to those high graphic and audio style games.

It's very hard to create an E or E+10 game that is ultra flashy and drawns in large numbers of gamers.

I mean, really, how much flash can you give to Tetris or Solitaire?

Nightwng2000
NW2K Software
also factor in that an M-rated game won't pull as many punches, it can lead to a better script or include better action sequences..

would you go see Bringing out the Dead or Die Hard if they were PG? likely not.
Conejo,
Well, a Die Hard PG movie is possible, but a lot of good writing has to go into it. Horror movies, however, are far better as R than PG.

It is, however, extremely difficult to get a G for a movie filled with action. Even Disney found that out.

Nightwng2000
NW2K Software
I think that it's a common misconception that the vast majority of games available today are aimed at children. Most top selling console games today are aimed at the Adult market rather than the younger market, purely because of the sensationalist appeal.
Well, Nobody else is going to say it, so I guess I will:

DUH!!!
Mature games appealing to adults? Wow.
Once again, Research has found out what we already know.
Well, considering the 18 - 25 crowd has the most discretionary income of the game purchasing age brackets, this does not surprise me.
im not surprised, when i look at the games i own 90% are m rated and there the games i look forward to the most
Well of course they are.
People like realism, or at least things that are closer to it. Not that games really go there, but generally, the closer you get to depicting how people actually act and what things are really like in the real world, the harsher it will be rated.
Think of comparing a game with a single extremely realistic murder/ combat death that depicts the whole horrible process versus some mindless drone killing, ala Perfect Dark.

People like sincerity, censors apparently don't.
I'm not surprised. It has to do with quality. Most M rated games are high quality games. Look at games like Halo or God of War. Excellent games with smooth controls, great graphics, and great stories. Are we really surprised to see them as top sellers?
How soon before we hear "because they're being marketed to kids, HOOAH!!!
Of course Mature games sell well. It could have something to do with a little fact that those such as Thompson ignore, most gamers are adults.
At the risk of disagreeing with the majority - I don't buy m-rated games because they're m-rated, personally, I haven't paid attention to the ratings in years. The ESRB only really appeared as a regulatory body when I was in college, that was back in my Sega Genesis days. Back then I thought the ratings were kinds funny - but I'd already left 17 behind like 3 years back. Was early 90's.

I can honestly say, I buy what I'm interested in - I haven't so much as blinked at a rating in years. That's kind of where my - it's just a coincidence theory falls apart really. As I've gotten older my tastes have kind of changed/evolved. It's no guarantee that I'll automatically be interested in a M-rated game, but it's a pretty good bet that I don't indulge in many t rated's. Driving/racing games are as close as I get really. Other then that, I'm tending to gravitate towards a different kind of experience. XBLA is proof of that. They'll release ROM's of games I used to be mega into. I'll download it thinking - OH, WOW, I USED TO THINK this was COOOL.... and it turns into...ug... I used to think this was cool....

The more I think about this - yeah, you guys are probably right. It's probably not just a coincidence.
Now here comes Jack's usual rant about how this proves they are marketing them to children in 3...2...1...
Oh man, you shouldn't do that, they say if you say his name three times in a mirror, he appears!
I agree with GP that the most-anticipated games are rated 'M'.

Franchises play a big role in that market research. Let's think of some of the best-selling titles that are rated 'M': Diablo, Max Payne, Grand Theft Auto, Resident Evil, Halo... the list goes on.

And I don't think the success of those games has anything to do with their 'M' rating. It's all about quality, gameplay, and story. And hey, World of Warcraft is rated 'T' and Civilization 'E'. Look how well those games sell.
There's another reason I'm not surprised, which I didn't see in the above comments or in GP's article.

There are a huge, literally numerically amazing, number of games out there. Of them:

Every movie has at least one 'game of the movie' these days. Quite a lot of these 'games of the movies' are targeted at younger children.

Every successful Cartoon franchise has a 'game of the cartoon'. Even Dora, the world famous explorer you know, has video games now. Pokemon is not an exception to this rule.

Every successful "toy" franchise has a 'game of the toy'. Sure, LEGO star wars was good - but it was an exception to the rule. For every LEGO star wars, there are a multitude of Barbie Horse Adventure games.

If you've stopped to try playing any of them? They pretty much all suck. Badly. It shouldn't surprise us that they don't (always) sell well.

They exist, and continue to exist, because bad games riding off the IP of even good movies will always be profitable - bad games are cheap.

So yes, it's clearly true that the video game industry markets games to children. Just not in M-rated titles!


Also...maybe we should ask ourselves why or if many T rated games exist based upon the IP of R rated movies. As I am human, I'm tempted to detect some causality here, but without some sort of evidence that would be a Jackass' mistake.

As an example, Peter Jackson's King Kong: Movie: PC-13. Game: E-T (10+). This is an example of a good game, even, but how does the game make 3 years' difference in the suitability of the subject matter?

I'm sorry Timmy, you can play the game, but you can't watch the movie.
Anyone stop to consider the fact (after you realize that people 17 and older are the ones buying most of the M-rated games) that perhaps the reason why it's mostly adults is because, well...

adults have the cash on hand, and kids usually don't but have a parent/guardian who does?
quick someone lock the door and close the shades
A game doesn't have to be M to be good, but a lot of people believe that.
@ hilaryduffgta

Bingo. Being M doesn't automatically make a game good, and it doesn't have to be M to be good. But if it IS rated M, it means there's a notable degree of extra freedom for the devs to work with. That can make it more mature, more robust, more appealing to the masses.

Think about it in terms of our favorite parallel, the movies. The vast majority of G rated movies out there (especially if they're not animated...) are complete and utter crap. Completely. There are elements you just can't include in the 'lower' rated games/movies that can help advance the story, be it through language, or some visceral scene of violence, or just the discussion of adult themes.

We don't continue to live in a kiddy world when we grow up, so we prefer movies that have grown up, too. They may not be great movies, but if they're that much closer to "reality", we get much better immersion. And face it, reality is definitely rated M or AO.
@HCF

"Pokemon is not an exception to this rule." - Just wanted to comment on this, Pokemon actually was a game first, then a cartoon. Not the other way around that you are using for your point, but the overall point is still very valid.

Its a shame that most games of the movie/cartoon, suck total ass. Last one I played was Enter the Matrix.... the horror!
The fact that M-Rated games are top sellers doesn't surprise me for four reasons:

One, the BIG games, the ones that always sell million of copies to both hardocre and casual gamers, are almost always M Rated. Those are your Resident Evils, Halos and your Grand Theft Autos, Gears of War, God of War. These games sell very well because they're GOOD, and happen to be M-Rated.

Two, as stated earlier, many M-Rated games are better becasue the developers essentially get free reign to produce an innovated quality title. Hence things like The Darkness on 360 and Devil May Cry on PS2. Compare this to many E and T rated games where there's a constraint like a liscence or a 'for the kids' mandate. Instead of being innovative and finding a way to do something fun in that framework (Viewtiful Joe) they make a lazy game that won't sell to anybody but the fans. (See most any game based on a cartoon)

Three, there is a portion (though I'm not sure how large it is) of the gaming population who equates things that don't have an M-Rating with being stupid or childish. These are, frankly, idiots who think that, say Mario or Rachet'n'Clank are inferior simply becasue they lack blood and guts. (That's not to say you're an idiot for disliking them for other reasons.) This set has nothing in common other than an immature need to prove howe mature they are by playing violent games, and can fall into any actual age group.

Four, adults have more money than kids.
I still can't quite figure out why Halo is rated M.
Meh, I just love the expresion on the cashier's face when I put Pokemon: diamond on the counter and asked to pre-order Halo 3 and Bioshock. Priceless...

And on this, duh. M Rated games have more freedom, more of an open canvas than T or E rated games. Never have I played a truly solid E rated game. Oddly enough, from my personal experience, a truly compeling story seems to automatically get a game a T or M rating. I've run into a few short-time amusment games that were E rated, but that's about it.
Everyone makes some valid points about why M-games are the best sellers. However, the article also mentioned that M-games tend to receive higher scores from reviewers. This again isn't surprising, as it is mirrored in the film industry and even more-so in the T.V. industry. HBO, Showtime and other cable networks tend to dominate network television when it comes to receiving critical praise and awards, the same trend also generally occurs with R-rated movies. This is because every censor imposed restriction detracts from artistic expression, no matter the medium, so it's nearly self-explanatory that the art bound by the fewest of these restrictions is often going to be received better by critics.
What about Brawl, that is the single and only reason that I am going to get a Wii (that and twilight princess, although I could care less about some of the other games).

Anyway if M games are the highest sellers, then maybe we can use this to motivate people to pressure the ESRB.
One would think this is obvious since the vast majority of gamers are adults...

Why would adults want to buy neutered games? I don't like being protected from things I should have seen a decade ago...why would any adult want that in a game???

wasn't there a study that M rated sales to minors account for like .4% of all M rated sales, try to spin that Jack...
[...] Rated “M” for Big Sales Published September 13th, 2007 ratings , games GamePolitics tells us: a new study shows that, while M-rated games are a fraction of total games released, they generally are rated higher and sell better than their less-rated cousins. I think what gets ignored in the knee-jerk analysis (OMG games are making kids into killers) is that there’s actually a much smaller market for M-rated games and that, if you are going to release one, you are generally going to make it very, very good. Also, if you can afford to allow a game to get an M rating it is also probably an established franchise–one you would be willing to risk such a rating on–and that helps sales along. A final reason is probably simply that first-person shooter titles are simply in vogue, and it’s hard to do one convincingly–that is to say, one that doesn’t seem cheerily insensitive to the horror of violence– and stay in T territory. When first-person shooters fall out of the market’s favor, they’ll fall out of prominence in sales charts, along with M-rated games in general… and I don’t believe that FPS games are popular simply because “the market likes gore,” considering the amount of control and, by extension, empowerment one gains from controlling one’s aim and one’s body movement separately. It allows for a much wider gamut of difficulty and choice than, say, “do I jump on the Goomba, or over it?” [...]
The majority of the gaming market is over 17. While this obviously doesn't translate to all M-Rated Sales, it surely contributes heavily.
[...] via GamePolitics [...]
Considering a good chunk of us gamers are adults. And being adults we have lots of money to buy guys more often than our parents did when we were little, this doesn't surprise me in the least. However, there's still a big group of parents that can't seem to get it through their skulls that an M Rated game is the same as an R Rated movie. I don't see much difference between the content in an M rated game and an R rated movie except for much less use of the F-bomb and no topless women.
[...] M-rated video games are best-sellers and critically-acclaimed. [...]
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Re: M-rated Games Are Top Sellers, according to New Research

i think that most politicians and parents are freaking out over video games because they are jealous. i mean think about it... when they were kids ,what games did they play?? anyone know??? exactly. they didn't play call of duty online or own noobs at halo 3. they played hopscotch and rode bikes. SOUNDS LIKE FUN!!!!!! Now 25 years later PS2'S, PS3'S, XBOX 360 AND WII comes out. they're gonna be pissed. they had a horrible childhood and now their kids get to play video games at the same age as they were when they were kids. they couldn't play back then so they don't want their kids to play.

EXAMPLE??...... Yesterday i rode my bike to game stop and asked for a copy of GTA San Andreas for ps2 and she was like are u 17? and have a parents consent? i said No but i'm 16 1/2 (iim 15 1/2) she said NO. So I had to settle with splinter cell and Ghost Recon Advanced Warfighter. it sucks

SOUNDS KINDA LIKE MY PARENTS!!!!!!

I CAN ONLY PLAY e and Teen.

if anyone knows where u can buy M without a parent tell me please

Re: M-rated Games Are Top Sellers, according to New Research

A good friend is my nearest relation.
A good marksman may miss.
 

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GamePolitics ShoutBox

Posted 09/05/08 at 05:47am
gamepolitics: he works on his crusade from home. I expect he will be disbarred, but will continue his crusade
Posted 09/05/08 at 05:46am
gamepolitics: I'm surprised people are taking that story so seriously... one of those oddball things. my choice of graphic is my commentary
Posted 09/05/08 at 01:50am
Flamespeak: To be fair, if you dismiss video games as contributors to violence in youth, it is hypocritical to say they cause heroism.
Posted 09/04/08 at 09:21pm
Tarosan: @gamepolitics has he actually lost his job or is on the verge of being disgraced forever?
Posted 09/04/08 at 09:21pm
HalfShadow: If either of you waste good music on him, I swear I will kill you.
Posted 09/04/08 at 09:19pm
Tarosan: I shall blare out "We are Champions" as soon as he gets sacked and post a celebration video on Youtube :P
Posted 09/04/08 at 07:45pm
King of Fiji: @Austin: Go try "I'm Going Slightly Mad" it describes Jack 's mind greatly. xD
Posted 09/04/08 at 07:25pm
Austin_Lewis: @King and Grizzam: I'm going to stand on my mansion's front porch with my Les Paul and Marshall half stack and play both.
Posted 09/04/08 at 07:17pm
ZippyDSMlee: gamepolitics: loseign the bar dose. mostly, hecan still sit in with other lawyers tho..
Posted 09/04/08 at 06:51pm
gamepolitics: He has no job to lose...
Posted 09/04/08 at 06:16pm
King of Fiji: @GRIZZAM PRIME: Instead of the standard "We Are the Champions" might I suggest trying "Hammer to Fall" instead? :D
Posted 09/04/08 at 05:49pm
GRIZZAM PRIME: Jack's disbarment...I already have the giant speakers and the Queen CD rigged up...
Posted 09/04/08 at 04:40pm
Tarosan: I'm hoping Jack loses his job in two weeks... the stupidity in his posts is just well DUMB
Posted 09/04/08 at 03:18pm
ZippyDSMlee: Bannign is stupid,but regulating things for the use by the..er.. "mature" is not so bad.
Posted 09/04/08 at 03:01pm
ZippyDSMlee: SimonBob:and if he was drunk he would be a bad shot, at least at range(8+feet). 20+ proof needs to be reserved for 25ish+ year old while 5-12% beer and wine be approved for 18+.
Posted 09/04/08 at 02:59pm
ZippyDSMlee: SimonBob: why? a 6 pack or 2 would be enough to get anyone drunk, theres no point is banning the harder stuff. sipping the harder stuff in small shot glasses having about. 15oz of it is alot better than drinking 10 12oz cans in a row..... and if he wa
Posted 09/04/08 at 02:53pm
SimonBob: You guys suck at this. The article says Gill drank "2 to 7 drinks a day, including the day of the shooting" and not one of you
Posted 09/04/08 at 02:53pm
SimonBob: countered me with "obviously they should ban alcohol." (And hey, I'm all for criminalizing anything over 100 proof.)
Posted 09/04/08 at 02:49pm
sortableturnip: I remember some woman died from sniffing a man's armpit...ban deoderant! ban armpits!!
Posted 09/04/08 at 02:48pm
sortableturnip: No more gas? Does that mean I have to hold in my farts?
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