The National Security Agency has Third Echelon; the Canadian military has the elite JTF2; and the gaming Industry has the IDSA. Most gamers know nothing of IDSA and it's impact on the gaming industry, which is why we thought we should talk to Mr. Lowenstein, President of the IDSA, to understand what the IDSA actually does. Ever wonder where those ESRB ratings come from? Ever wonder what the President of the IDSA actually does? Ever wanted to know if you're buying into anti-videogame propaganda? All the answers await! (Thanks for your time Mr. Lowenstein.)

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Mr. Lowenstein (President, IDSA) Q&A

Conducted by Omni

The general introductions: Who are you? What’s your general background (personal and professional)? How did you wind up at the IDSA?

I’m the president of the IDSA [Douglas Lowenstein]. Prior to joining the IDSA, I was an executive vice president in the Washington and New York strategic communications firm Robinson Lake Sawyer Miller, Inc., was a principal at a Washington public policy consulting firm, served as Legislative Director in the office of U.S. Senator Howard Metzenbaum (D-OH), and was a Washington correspondent for the Cox Newspapers in Washington, D.C.

In 1994, a group of the leading game publishers decided it was time that the industry had a voice of its own. At that time, I was working at a public relations firm which represented one of the game publishers. The group was looking for someone with a strong public and government affairs background, as well as public relations skills, who was knowledgeable about the industry and who could help them with the challenges they faced at the time, and I apparently I fit the bill.

What is the IDSA’s purpose?

The Interactive Digital Software Association (IDSA) is the U.S. association exclusively dedicated to serving the business and public affairs needs of companies that publish video and computer games for video game consoles, personal computers, and the Internet. Basically, we address any issues that affect the game publishing industry as a whole – issues about which the industry is able to speak with one voice. Specifically, we run a global anti-piracy program designed to combat worldwide piracy; we work on key legislative issues such as protecting intellectual property rights, protecting the First Amendment rights of video game makers, and Internet regulation; each year we present the E3Expo, the largest trade show in the world dedicated exclusively to interactive electronic entertainment; and we are the leading source for consumer, economic and other computer and video game industry data, as well as breaking news on market related trends.

Did the gaming industry need the ESRB ratings? And would the gaming industry be any different without them?

Yes, absolutely. Obviously, the most important function served by the ESRB rating system is that it provides the necessary tools for parents to make appropriate purchasing decisions for their own unique families at a time when video game content is more diverse and appeals to an audience with a wider range of tastes then ever before. We believe that industry self-regulation is a far more effective and efficient solution to concerns about content than government regulation. My guess is that without the ESRB system consumers would be a lot more confused about what games to buy and government officials would be a lot more interested in legislating content.

Are ESRB ratings worth the package they’re printed on if they aren’t enforced?

You’re buying into anti-video game industry propaganda. The validity and value of the ratings are in no way compromised even if they’re not enforced, though the fact is we do favor effective retail enforcement. But the reality is that parents are present when games are purchased more than 80% of the time, so chances are, if a minor is buying an M-rated game, he or she is doing it with his or her parent’s permission. ESRB ratings serve the critically important function of providing parents and other consumers with the information they need to be sure the games they buy are appropriate for their unique households and children. It is not industry’s, nor retail’s responsibility to compel parents to use the ratings. Finally, it’s worth noting that retailers are enforcing the ratings with increasing success; in fact, many retailers have installed register prompts at the point-of-sale which cue sales clerks to ask for ID whenever an M-rated game is scanned.

Not that I expect more than an evasive and diplomatic answer but, how much sway does the IDSA have with game publishers in terms of game content? (I’m thinking along the lines of movie industry ratings where many studios will try to bring down an “R” rating to get a bigger audience by cutting certain scenes.)

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If you are asking if we have any input on the content of games, the IDSA absolutely does not, nor would we want to. We leave this up to the creative minds at the development and publishing companies which produce the games. We have no more desire to impose our tastes and standards on the industry than we do in seeing the government set content guidelines.

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Why does the gaming industry need the IDSA?

See answer to question 2.

Do you personally do much gaming?

Not much, though I do see many of the games here at the office.

I’ve heard some extremely critical comments of the IDSA. What is the main criticism leveled at the ISDA and how do you respond to it?

You mean we’re not universally loved, admired and respected? I’m crushed. Any group as visible and active as the IDSA will generate some criticism. But overall, I have no doubt that the work we do and the contributions we make to the industry and its consumers are overwhelmingly positive. If there are specific criticisms from credible and knowledgeable sources, I’m happy to address them individually.

What does your day to day routine include? I mean, what does the President of the IDSA actually do?

The day to day routine varies greatly. One day may be spent meeting with Members of Congress in copyright or content issues; another day may be spent talking to the media about current industry trends and issues; another day might be spent meeting with the IDSA staff developing strategies on to advance key organizational goals, and still other days might be spent working on Internet piracy or meeting with foreign government officials on industry piracy concerns, talking to our Members about what’s on their minds, and generally trying to keep our heads above water. In short, the days are long, but stimulating, challenging, and fulfilling.

What’s the biggest problem with the gaming industry?

The industry faces many challenges in the coming years. Personally, I believe the greatest challenge we face is to maintain a high level of creativity and innovation in light of the growing consolidation in the software publishing and development industry, the high cost of development, the continuing pressure on retail prices, and the emergence of a mass market audience. Additionally, the near-constant attacks on violent video games – games that make up only 13 percent of the games available and are made for and marketed to adult game players – divert an inordinate amount of attention away from all of the positive advances in the industry.

(February 23, 2003)