Inside the eSA’s new ‘Common language’ for conveying accessibility in video games

Late last month, the Entertainment Software Association (ESA) published a press release in which it announced the formation of the Accessible Games Initiative. The Washington DC-based organization touted the so-called AGI was created in a concerted effort to “provide players with information on accessibility features in video games,” adding the Initiative is a “cross-industry effort.” The AGI’s members are a veritable who’s who of gaming heavyweights, including Electronic Arts, Nintendo of America, Ubisoft, as well as captains of the tech industry in Google and Microsoft.

Almost 191 million Americans “play video games regularly,” according to the ESA.

“The primary purpose of the new Accessible Games Initiative is to help provide clear information about whether a specific video game has accessibility features and, if so, what those features are,” the ESA wrote in its announcement. “The initiative is launching with a set of 24 ‘tags,’ all with clear criteria about what each tag means. Sample tags include: clear text, large and clear subtitles, narrated menus, stick inversion and save anytime, among others. Over time, participating companies will place the Accessible Games Initiative tags near their game product information—for example on digital storefronts, product pages, or digital catalogues. This can help provide players and other consumers, such as parents and teachers, with clear information about which features are in any given game before they make a purchase.”

In his own statement for the press release, ESA president and chief executive officer Stanley Pierre-Louis said in part the organization is “proud” to be shepherding the AGI while also saying it “demonstrates how impactful we can be when we work together in our industry-wide pursuit of helping more people experience the power of play.”

In an interview with me conducted via email earlier this week, ESA senior vice president Aubrey Quinn reiterated the language in the press release regarding the organization’s mission to “improve players’ gameplay experiences by providing consumers with clear information about the accessibility features available in specific video games” and added the use of the new tags is strictly voluntary. When asked what inspired the creation of the AGI, Quinn explained that although tens of millions of Americans cope with some sort of disability, there heretofore hasn’t been a “common language” which communicates the accessibleness of the games people play. Different platforms, she told me, have different interpretations of what, say, Large Text, really means in practice.

“Before the Accessible Games Initiative, the burden was on players to interpret existing tags in the marketplace from platform to platform, game to game. We hope to change that,” Quinn said of the driving force behind the AGI’s formation. “This new initiative is meant to help consumers identify specific accessibility features in individual video games, so that players buying games can make better informed purchasing decisions. Having a clear approach to identify accessibility features across different games, with criteria behind each accessibility tag, will provide consumers with information about the accessibility features they can find in games prior to purchasing them.”

In looking at the video game industry from a bird’s eye view vis-a-vis accessibility, Quinn told me the AGI is cognizant of the notion that “no one feature, initiative, or accessory is going to solve every accessibility challenge for every person.” Moreover, she said the AGI exists as but “one piece of the puzzle,” noting the industry writ large has made “significant advancements over the years” towards the betterment of more accessible and inclusive gaming. As with all things disability inclusion, Quinn and team are aware accessibility is an evergreen endeavor and thus “there is always more progress to make.” Indeed, accessibility is never-ending and a forever function.

“We know that companies across the industry are working day in and day out to improve the gameplay experience for players with disabilities,” Quinn said.

Quinn keenly emphasized the founding bodies of the newfound AGI thought it imperative that no one entity actually “owned” the accessibility tags. By contrast, the AGI members staunchly believe the tags will prove successful only if they’re embraced by the industry as a collective as opposed to an individual company. According to Quinn, it’s the ESA’s hope the tags will “encourage companies and developers to not only more frequently and easily identify the accessibility features in their games, but also look at the developer criteria and consider accessibility features they can build into their games from the start.” For transparency’s sake, it ought to be mentioned the AGI is overseen by the ESA. The organization described itself in its announcement as “the trade association representing the [United States] video game industry.”

Feedback-wise, Quinn said the early reception to the AGI has been “overwhelmingly positive” and noted the group is looking forward to seeing the tags begin being implemented. As critique comes in, and as new technologies emerge, Quinn said the AGI will respond accordingly by adapting, evolving, and adding new tags as necessary.

As to the future, Quinn said “everyone is invited to join us” in the AGI’s mission to make video games more accessible to all. She reemphasized her earlier point that, however elective, it’s the AGI’s hope the tags will be “widely implemented across the industry” while stressing a company needn’t be an codified AGI member in order to use them.

“The more companies, developers and storefronts use them, the more players will benefit,” Quinn said. “We also hope that players, developers and advocates alike provide us with feedback on the tags and how they are working for them.”

The full list of tags (plus more information) can be found on the AGI’s website.