Apple and Google turn down ESRB ratings

App giants opting to stick with individual rating systems

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This week, the Entertainment Software Rating Board (ESRB) announced plans to partner with CTIA Wireless Trade Association for the purpose of expanding its videogame content rating services to mobile applications. Unfortunately for the organization, Apple and Google – two of the largest app store players – have confirmed they will not be taking part.

“We’ve put a lot of effort into Android Market’s rating system, which now works well globally,” stated a Google rep in a chat with Digital Trends, adding, “While we support other systems, we think it’s best for Android users and developers to stick with Android’s existing ratings.”

Apple's App Store is home to over half a million applications, while Google's Android Market library plays host to over 300,000 and counting. Both online storefronts already employ their own unique age-appropriate rating systems, making ESRB's proposal redundant.

ESRB's mobile app initiative isn't completely DOA. Microsoft has voiced interest in including the ESRB-brand labels for its Windows 7 smartphone apps, while carriers like Verizon Wireless, AT&T, Sprint Nextel, Cellular Corp, and T-Mobile are also said to be on board. Regardless, one has to wonder if there's much point in ESRB going through with its digital initiative if two of the biggest mobile app players are reportedly giving it the snub.

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