The Challenge

The Entertainment Software Rating Board (ESRB) is a non-profit self-regulatory body that assigns ratings for video games and apps so consumers can make informed choices. Their extensive database of ratings includes over 30,000 games and apps on over 10 platforms. ESRB partnered with Apollo Matrix to update their existing app to improve user experience and brand recognition.

The Solution

Apollo Matrix redesigned the native app to have a better user experience, a new focus on the ESRB brand promise, and has an expanded distribution across a variety of mobile platforms:
• iPhone
• Android
• Windows phone
• iPad
• Google Nexus
• Samsung Galaxy
• Amazon Kindle Fire HD
• Barnes and Noble Nook HD


Evaluated Previous App

Analytics revealed that voice recognition and photo features were not being used.

Voice recognition had become outdated with the introduction of Apple’s Siri and Android’s built-in voice commands. Removing extraneous features and unnecessary search options, Apollo Matrix simplified the user experience so users can easily find rating for games and apps.

Updated Branding

While many users may not know ESRB, they often recognize its popular icon and slogan ‘Rated E for Everyone’. Apollo Matrix focused redesign of the app around their popular icon and their brand promise to be an essential app and game rating resource for parents.

Improved App Features

Apollo updated the look and feel without changing the technical framework for secondary pages of the mobile app.

Our redesign focused on making the core search and filter features of the app more intuitive for users.

Include and Exclude buttons were included to allow users to better filter their content or ratings, helping users better understand rating categories.

Special Considerations

While ESRB is not considered to be a children’s app, we understood that children under the age of 13 could use it to learn more about a game’s content rating. With this in mind, Apollo was especially careful the app would comply with Children’s Online Privacy Protection Act (COPPA). ESRB’S app is COPPA complaint and features a new Privacy Certified branded Privacy Policy.


The updated ESRB application was released in the summer of 2013. Game Ratings for Age & Content by Entertainment Software Rating Board (ESRB) application is available for iOS, Android and Windows.

The simplified app has introduced more cohesive branding while still allowing the user to discover content and age ratings for mobile games and apps quickly and easily.

To learn more or download the app, visit