ESRB president Patricia Vance believes that having more Adults Only games in the market would be healthier for the industry.
"You know, up to this point most people associate AO with sexual content," she explained. "We've actually assigned AO ratings for violent content as well; it's just that most of the time that product gets edited or changed in order to warrant an M rating, so you never see it in the market."
But this might change in the near future, thanks to the ongoing transition to digital distribution where retailers have no influence over the types of content consumers can get their hands on.
"It's very possible that there will be greater acceptance of an AO rating going forward," pondered the ESRB boss. "And by the way, I think that would be a good thing for the system. It's very frustrating that publishers can't release AO product, in many cases."