Ratings
The IEMA was largely responsible for the acceptance and industry wide adoption of the self-regulatory ESRB ratings system, having endorsed it and subsequently required software publishers to rate all games in order to have their product sold on store shelves. The IEMA had also worked with parallel trade groups in the business including the Entertainment Software Association (ESA) in defeating laws that would prohibit the sale of Mature-rated games to minors. The group instead voluntarily committed to carding policies and procedures, requiring Government-issued photo identification, for all M-rated games - in much the same way that movie theatres voluntarily ask for ID for admittance to R-rated movies.
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