The Entertainment Software Ratings Board (ESRB) has announced a new partnership with gaming webcomic and media empire Penny Arcade to produce a series of PSA-style short videos called Conversations.

These 30-second videos feature Jerry Holkins and Mike Krahulik, the creators of Penny Arcade, as they discuss the importance of game ratings with their own children. The videos are humorous and adorable, and serve as a light-hearted inspiration for how parents can talk to their kids about games, ratings, and content.

The ESRB is also hosting a contest called Join the Conversation. Families can sign up by completing the entry form and sending a video, photo, or story about a conversation involving video game ratings. Entrants are encouraged to use the #JoinTheConversation hashtag to share their stories.

Each month during the campaign, ten winners will receive a $25 gift card to GameStop. Four Grand Prize Winners will be awarded a 4-person family trip to any one U.S. PAX convention in 2019. That’s PAX South in San Antonio in January, PAX East in Boston in April, PAX West in Seattle in September, and PAX Unplugged in Philadelphia in November.

The Join the Conversation campaign will run through December 14.

The ESRB is a non-profit group that assigns ratings for games and apps based on their content. Currently there are four ratings attached to games: E for Everyone, E10+, T for Teen, and M for Mature. The ESRB also provides specific content descriptors such as Blood or Cartoon Violence. You can check the official website and search any rated game for a summary of what the game includes and how the ESRB reached the rating.

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Eric has been writing for over nine years with bylines at Dicebreaker, Pixelkin, Polygon, PC Gamer, Tabletop Gaming magazine, and more covering movies, TV shows, video games, tabletop games, and tech. He reviews and live streams D&D adventures every week on his YouTube channel. He also makes a mean tuna quesadilla.