Next-Gen's Aaron Ruby editorializes that the ESRB needs major change, saying that the rating system has too many confusing options that are best suited to movies instead of games. (Is there a clear difference between "mild violence," "intense violence," and "violence?" Is it measured in volume?) The site follows up with Sony Online Entertainment president John Smedley's response, saying that Next-Gen got part of it right -- the game industry needs to be proactive and speak for itself.
Ruby and Smedley agree that the ESRB doesn't do enough to educate parents and non-gamers about games. We've seen the Penny Arcade ESRB campaign in PC Gamer and other enthusiast magazines, but we want to find ESRB ads in mainstream publications and on prime-time TV. As Smedley notes, the game industry needs to speak for itself if it doesn't want the Jack Thompsons to speak for it.
Read - Opinion: Is the ESRB Broken?
Read - COUNTERPOINT: ESRB Not the Problem