ACTIVISION SUPPORTS MART ACTIONS
September 11, 2000

Activision supports the adoption of new policies by the retail community to enforce the video game rating system. Last week, several retailers announced the implementation of new programs and policies designed to help ensure enforcement of the ESRB ratings (more).

"We support the decision of our retail partners to better educate consumers and to require proof of age at the point of purchase," states Ron Doornink, President and COO, Activision. "With the support of the retail community, the video game industry's rating system, which is regulated by the Entertainment Software Rating Board 'ESRB', will be a more effective tool in helping consumers make age-appropriate purchases for their households."

Doornink added, "We agree that there should be very clear communication of video game content at the point of purchase. While the majority of our games do not carry an 'M' rating, we take significant measures to inform consumers of a game's content, often times above and beyond industry standards. Additionally, Activision has a policy in place whereby 'M'-rated games will not be advertised on television."