Albuquerque, NM, November 25, 2008 — With the release of their adult
video game, BoneTown, D-Dub Software has also launched a new industry.
The Adult Video Game Industry is an answer to worldwide video game
ratings boards, whose rating systems have banned adult games from the
market. It is also a response to the maturing video game world, whose
average consumer is now 33 years old but is still forced to play games
aimed at someone much younger.
The Entertainment Software Ratings Board (ESRB) is the United States’
video game ratings system. Their website touts their ratings as meant
to help “…consumers, especially parents…make informed purchase
decisions about the games they deem suitable for their children and
families.” Far from being a tool to inform consumers, however, the
ratings can limit consumers’ ability to learn about and purchase
certain games. This holds specifically true for games that get the
system’s dreaded AO (Adults Only, for ages 18+) rating, which BoneTown
would have received had it been rated.
Major retailers in the United States only sell video games that are
rated M (Mature, for ages 17+) or lower by the ESRB. All video game
consoles, such as Nintendo, X-Box, and PlayStation, refuse to allow AO
rated games, and many video game review outlets will not deal with AO
titles. Though only 25% of all gamers in the United States are under
age 18, indicating that there is a huge market for adult games, the
ESRB’s restrictions have led many games to remove content to get an M
rating. It also has some wondering why an AO rating exists if it
essentially constitutes a ban in the US and elsewhere around the
world, because unlike with other “adult” products, there are no
established channels for adult video games to get out to their target
demographic.
D-Dub Software knew that BoneTown would be rated AO because of its
intense sexual and drug related content, and so did not get the game
rated by the ESRB. “It doesn’t make sense,” says Hod, CEO of D-Dub
Software. “The ratings boards are not telling us that these games
aren’t for kids. We know that already. What they’re telling us is that
adult games shouldn’t exist at all. We don’t agree, and neither does
our customer base of adults who are interested in games that might
include themes like sex, drugs, and language. Since they’ve made it so
that games like ours can’t be marketed and distributed through the
channels other video games use, we are starting a new industry to get
this game out to our customers.”
While D-Dub agrees that they game is not appropriate for anyone under
18, they have no intention of removing their “adult” content and so
are finding ways around the ESRB’s ban. This is made possible in part
by the recent rise of digital distribution of video games, because
games sold online do not have to be ESRB rated. BoneTown is currently
being sold online to customers over 18 at www.bonetown.com in a
box version ($49.99) and a digital download version ($39.99). The game
is also available in adult stores worldwide.
About D-Dub Software:
Founded in 2004 in Albuquerque, NM, D-Dub Software is not your average
video game company. When they started the business, Hod and JB were
recent college graduates and knew that they didn’t want to be a part
of the corporate culture. They have embraced the independent business
spirit and developed BoneTown by their own rules.
video game, BoneTown, D-Dub Software has also launched a new industry.
The Adult Video Game Industry is an answer to worldwide video game
ratings boards, whose rating systems have banned adult games from the
market. It is also a response to the maturing video game world, whose
average consumer is now 33 years old but is still forced to play games
aimed at someone much younger.
The Entertainment Software Ratings Board (ESRB) is the United States’
video game ratings system. Their website touts their ratings as meant
to help “…consumers, especially parents…make informed purchase
decisions about the games they deem suitable for their children and
families.” Far from being a tool to inform consumers, however, the
ratings can limit consumers’ ability to learn about and purchase
certain games. This holds specifically true for games that get the
system’s dreaded AO (Adults Only, for ages 18+) rating, which BoneTown
would have received had it been rated.
Major retailers in the United States only sell video games that are
rated M (Mature, for ages 17+) or lower by the ESRB. All video game
consoles, such as Nintendo, X-Box, and PlayStation, refuse to allow AO
rated games, and many video game review outlets will not deal with AO
titles. Though only 25% of all gamers in the United States are under
age 18, indicating that there is a huge market for adult games, the
ESRB’s restrictions have led many games to remove content to get an M
rating. It also has some wondering why an AO rating exists if it
essentially constitutes a ban in the US and elsewhere around the
world, because unlike with other “adult” products, there are no
established channels for adult video games to get out to their target
demographic.
D-Dub Software knew that BoneTown would be rated AO because of its
intense sexual and drug related content, and so did not get the game
rated by the ESRB. “It doesn’t make sense,” says Hod, CEO of D-Dub
Software. “The ratings boards are not telling us that these games
aren’t for kids. We know that already. What they’re telling us is that
adult games shouldn’t exist at all. We don’t agree, and neither does
our customer base of adults who are interested in games that might
include themes like sex, drugs, and language. Since they’ve made it so
that games like ours can’t be marketed and distributed through the
channels other video games use, we are starting a new industry to get
this game out to our customers.”
While D-Dub agrees that they game is not appropriate for anyone under
18, they have no intention of removing their “adult” content and so
are finding ways around the ESRB’s ban. This is made possible in part
by the recent rise of digital distribution of video games, because
games sold online do not have to be ESRB rated. BoneTown is currently
being sold online to customers over 18 at www.bonetown.com in a
box version ($49.99) and a digital download version ($39.99). The game
is also available in adult stores worldwide.
About D-Dub Software:
Founded in 2004 in Albuquerque, NM, D-Dub Software is not your average
video game company. When they started the business, Hod and JB were
recent college graduates and knew that they didn’t want to be a part
of the corporate culture. They have embraced the independent business
spirit and developed BoneTown by their own rules.
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