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Z-rating impact on retail
By admin | September 28, 2006
A quick scout around Tokyo’s famous western shopping district, Shibuya, revealed the following situation regarding Z-rated games, in particular Dead Rising, which was released today.
Bic Camera: No cases on display. No advertising in store. Willing buyers must take a small, non-descript card to the cashier to purchase. Game not present in Z-rated section.
Sakuraya: Poster on display on game floor, but 75% concealed by a Pokemon display. Game boxes on display in small Z-rated section at the back of the floor.
Tsutaya: No cases or advertising at all. It didn’t appear the game was on sale, in fact. The game was not even present in the Z-rated section.
These are the three main retailers that sell games in the area. The new rating system, introduced 1 Mar 2006, means that newly-rated Z games are only for people aged 18 and over. It is, in fact, an offence to sell the game to people younger than that.
Prior to the changes, games were rated “all ages”, 12+, 15+ and 18+, though there were no legalities concerned with selling the games to minors - it was just a guideline. The changes saw new ratings, based on violence, sex, strong language and criminal actions,
introduced as follows:
- A Suitable for all ages
- B Suitable for 12 years old and above
- C Suitable for 15 years old and above
- D Suitable for 17 years old and above
- Z Can only be sold to 18 years old and above
While some previously released titles have been reclassified as Z-rated, Dead Rising is the first new title to receive the rating, inspite of heavy censorship from the US version, including removal of decapitations and dismembered limbs. It’s unfortunate that the game is being handled in this manner, presumably because the stores don’t want to have anything to do with age verification and the legal issues that may ensue if they are deceived by a minor.
What is more unnerving, however, is the impact this will have on the industry in general. Will grotesque games be cancelled at the concept stage on the grounds of poor sales? A game that has been a sparkling hit in the US is now receiving next to no promotion in its home country - the repercussions must surely be noticeable when next week’s sales data is released. Some future releases for the Xbox 360 have already received tentative Z-ratings, including Riot Act and D3 Publisher’s Oneechanbara vorteX. I wonder if the publishers are watching how Capcom’s first attempt at a Z-rated title goes.
Topics: Industry |