ESRB Comments on Dead Island Box Art Change

March 23, 2011 -

Earlier this week, we reported on an IGN story that the ESRB had shot down publisher Deep Silver’s first box art submission for its upcoming zombie title, Dead Island.  An alternate, ESRB approved version of the cover swapped out the silhouette of a hanging man with that of a shambling zombie.  IGN has updated its original story with comments from the ESRB:

“The video game industry has set guidelines about the types of content that are appropriate in advertising and marketing materials, which includes game box art. According to those guidelines the depiction in the logo was not compliant.

We never censor or dictate in any way what type of content can be included within a game. However, a game's marketing materials are seen by an audience that is much broader than that which actually purchases the game itself, so we enforce industry-adopted guidelines as to what is suitable for inclusion in these materials.”

Checking out the ESRB’s website, it would appear that the original art did indeed run afoul of those guidelines.  Here’s the pertinent bit from the ratings board’s examples of “content that publishers should avoid when creating qualifying advertising” (emphasis ours).

“Repeated blows or gun shots inflicted upon people/creatures, violent blows to the head, guns/weapons pointed at head, impaling, exploding body parts, guns/weapons pointed toward reader/audience, depictions of fatal injuries and/or suicide, strangulation/choking, inflicting wounds with swords/knives, kicks to the groin”

In similar news, the ESRB recently worked with Tecmo to ensure that the North American release of Dead or Alive Dimensions sported a cover that complied with its Advertising Review Council guidelines.  Kasumi, the game's cover girl, now shows a bit less leg.  Check out the difference over at aussie-nintendo.

[Disclosure: I freelance for IGN.]

-Reporting from San Diego, GamePolitics Contributing Editor Andrew Eisen


Comments

Re: ESRB Comments on Dead Island Box Art Change

I figured it had to do something with the man hanging from the tree.

As for the DoA Dimensions change mentioned in this article its seems like a pointless change since all they did was move her skirt up 2 inches.

http://www.magicinkgaming.com/

Re: ESRB Comments on Dead Island Box Art Change

A boxart containing every single one of those prohibited depictions would probably be the best boxart ever.

Re: ESRB Comments on Dead Island Box Art Change

What about those ads for MGS4 where Snake apparently offs himself?

Hell, what about a Hangman game?

Re: ESRB Comments on Dead Island Box Art Change

If I'm remembering the ad correctly, there's no depiction of suicide.  Also, that may have been a Japanese ad that wouldn't have been approved by the ESRB.

What about a Hangman game?  What does that have to do with anything?  There's a DSi hangman game rated by the ESRB called Extreme Hangman but the art appears to follow the guidelines:

 

Andrew Eisen

Re: ESRB Comments on Dead Island Box Art Change

They don't dictate, but they expect compliance?

-Ultimately what will do in mankind is a person's fear of their own freedom-

Re: ESRB Comments on Dead Island Box Art Change

So Dead Space's dismembered floating arm was ok?

Re: ESRB Comments on Dead Island Box Art Change

Well, it wasnt exploding

---------
There are only 10 types of people in this world, people who know binary and people who don't.

---------
There are only 10 types of people in this world, people who know binary and people who don't.

Re: ESRB Comments on Dead Island Box Art Change

I remember going as far back as Grade one, my teachers having us play the hang man game; drawing out the noose on the black board, and the hanging stick figure as we got letters wrong. It didn't feel inappropriate and nothing wrong ever came of it.

 
Forgot your password?
Username :
Password :

Poll

Will limiting Steam services to accounts that have spent at least $5 eliminate spammers?:

Shout box

You're not permitted to post shouts.
MattsworknameOff topic, but, who heres playing Bloodborne, and if so, is it mercillesly murdering you every chance it gets?04/25/2015 - 7:35am
Matthew WilsonI think its a good article, and devs can take some lessons from life is strange.04/24/2015 - 10:24pm
Andrew EisenI tinyURL'd it. The world is safe!04/24/2015 - 10:23pm
Matthew Wilson@AE my bad there is nothing I can do about that.04/24/2015 - 10:21pm
Andrew EisenLooks like the spoiler is right there in the URL.04/24/2015 - 10:20pm
Matthew Wilsonhttp://tinyurl.com/ok9pf6b a interesting opinion piece on the life is strange episode 2, and a dark event that happens in it. full warning major spoilers.04/24/2015 - 10:11pm
Matthew Wilson@mech no just she, nor her co workers have not. she never said it is not real.04/24/2015 - 8:58pm
MechaCrashWas she saying "I haven't experienced it," or "I haven't experienced it therefore it does not exist"?04/24/2015 - 8:31pm
ZippyDSMleeoy the skyrim paid mod thing is going over well. My 2 lints, I would not mind if Skyrim had a full SDK and not a crappy lil editor....04/24/2015 - 6:46pm
Andrew EisenWell, that is indeed crappy and nonsensical.04/24/2015 - 3:45pm
Matthew Wilsonshe got attacked for saying that she personaly has not experienced the harassment some other female devs have, and she got acused of defending GG and ignoring harassment. she ended up getting dog piled because of it.04/24/2015 - 3:43pm
Andrew EisenFine but do you recall ANY details at all?04/24/2015 - 3:38pm
Matthew Wilsonit was several weeks ago now, and I will admit to not saving it.04/24/2015 - 3:36pm
Andrew EisenAttacked HOW and by WHOM for not writing off WHO as evil? Do you have a link or anything?04/24/2015 - 3:31pm
Matthew Wilsonthat is the whole point she was not attacked for saying anything. she was attacked for being willing to debate in the first place, and not just write them off as evil.04/24/2015 - 3:28pm
Andrew EisenI know there's not a lot of room in the Shout box but goodness you're being vague.04/24/2015 - 3:26pm
Andrew EisenGreat, but that STILL doesn't tell me what she said, why she was attacked (or what the attack was) or what "standard line" she's following. Details, man. Details!04/24/2015 - 3:25pm
Andrew EisenOr what the heck Nina White (someone else I've never heard of) is actually referring to.04/24/2015 - 3:24pm
Matthew Wilson@AE she is a game dev. she used to do stuff with hormanix and now works with https://outact.net/#!/?page_id=2 she will often engage and debate both side.04/24/2015 - 3:23pm
Andrew Eisen...following.04/24/2015 - 3:23pm
 

Be Heard - Contact Your Politician