ESRB would rather Apple didn't use its own ratings

The Entertainment Software Association (ESA) recently put out a statement saying it would like to see a ratings system applied to the iPhone's App Store. What it apparently didn't realise is that only a few days before Apple had been talking up its new parental control system in the 3.0 software.

Kotaku has been following up on the story, and spoken to the ESRB about what kind of rating system it would like to see. Naturally, it prefers its own to Apple's.

"ESRB has seen increases in rating submissions each year since its founding and has always been able to keep pace," says ESRB's Eliot Mizrachi. "We have rated more than 70 mobile games to date and will undoubtedly read more in the future as the market grows."

Hmm. Considering there are an estimated 35,000 games and applications on the app store, 70 isn't what you'd class as a good start.

Computer and video game ratings systems are a surprisingly competitive market, with a variety of different associations attempting to establish themselves as the dominant force across the different territories.

On top of this, most (including the ESRB) charge developers for acquiring a rating of their game, and while low priced and free software - such as the majority of products on the App Store - are promised a reduction in fees, it'd be one more expense for a small developer to have to absorb.

It seems unlikely that Apple will be adding fees to its built-in rating system, however, so it's difficult to see the benefit of bringing in an outside organisation to vet any new titles.