Video games remain one of the most popular gift items for children and adults alike.

With holiday shopping now at hand and video games topping your gift list, it's important to choose games that are age-appropriate for players. This means consulting the Entertainment Software Rating Board rating that appears on each game.

According to a national survey released by Activision Inc. conducted by The Harrison Group, as part of Activision's Ratings are Not a Game education initiative, the ESRB rating system is a highly effective and influential tool for determining what video games are appropriate.

Most parents, 84 percent, indicated they are very familiar with the ESRB system, and nearly 80 percent revealed they pay close attention to the ratings on games when selecting options for children ages 8 to 12. In fact, according the Activision study, 56 percent of parents cited a game's ESRB rating as their top purchase influencer.

The ESRB rating system has two parts: rating symbols, which are displayed on the front of game packages, and content descriptors, which are found on the back next to the rating symbol. Six main rating categories are used to recommend age appropriateness.

Plus, there are more than 30 content descriptors that refer to different types of content, such as violence, sex, humor, language, use of controlled substances, that may have either contributed to the rating or may just be of interest or concern to consumers.

In assigning ratings, the ESRB also takes into consideration how frequently, intensely, and in what context elements are depicted in games. Other factors such as interactive elements, player control and reward systems are also examined. When shopping for video games this season, Activision suggests the following:

[naviga:font face="ZapfDingbats"]4[/naviga:font] Check out the ESRB rating on the front of the box and don't forget to flip the package over to read the content descriptors on the back.

[naviga:font face="ZapfDingbats"]4[/naviga:font] For information on a particular game, visit the ESRB Web site at www.esrb.org. The more information you have, the more equipped you will be to make an informed decision.

[naviga:font face="ZapfDingbats"]4[/naviga:font] Check online resources such as video game reviews, demonstrations and trailers for more insight about game content, as well as best and worst video game reports from watch guard sites. The ESRB has a list of helpful sites on its Parent Resources page.

[naviga:font face="ZapfDingbats"]4[/naviga:font] Be consistent on the ratings you'll allow so children know the boundaries.

[naviga:font face="ZapfDingbats"]4[/naviga:font] Make sure relatives and other gift purchasers are familiar with the ratings system and what you deem appropriate for your child.