In time for the holiday shopping season, the Entertainment Software Rating Board (ESRB) and the Washington Capitals teamed up to promote awareness of the ESRB rating system among parents. The ESRB released a Public Service Announcement (PSA) featuring Capitals center Jeff Halpern and goaltender TomÃ¡Å¡ Vokoun that aims to make parents more familiar with the ratings information available to help them determine which video games are right for their children. In the ad, the players encourage a father and son to do a "box check" before purchasing a video game, showing them where to find the game's rating symbol and content descriptor on its packaging. ESRB distributed the 30-second ad to television and radio stations throughout the Washington, D.C. metro area. The PSA also plays on video display boards during Capitals home games and on the Capitals website. The ESRB's partnership with the Washington Capitals is one of several relationships the organization built with professional sports teams to promote video game ratings. In 2010, the ESRB released PSAs featuring members of the New Orleans Saints and Chicago Blackhawks. These ads and other public awareness efforts have built recognition among parents of the rating system. As a result, 65 percent of parents report regularly checking a game's rating before making a purchase and 98 percent believe the rating system is helpful in choosing games for their children, according to Peter D. Hart Research Associates. The ESRB also continues to develop new and improved tools to help parents access rating information. Last month the ESRB released an upgraded version of its ratings search app. Now integrated with voice recognition technology, this tool instantly provides parents with a game's in-depth rating summary simply by typing, photographing, or saying the name of the game into their iPhoneÂ®, Androidâ„¢ or WindowsÂ® Phone. The app offers timely access to ESRB rating information for more than 20,000 titles, in order to provide parents with a clear and detailed explanation of the content that factored into a game's rating. Both the ratings search app and the Washington Capitals PSA come with the holiday season just around the corner. With more Americans than ever â€“ 72 percent â€“ playing computer and video games, it is safe to say that games will top holiday wish lists once again this year. As families look for the best games for their children, ESRB reminds everyone to "check the box" and look for a game's rating before making a purchase.