All about Japan’s Anti-Violence Game Rating System
That "only" attached to the Z rating has been the source of consternation for many a gamer in Japan. Unlike the ESRB's "Adults Only" rating, CERO's Z seems to be applied almost exclusively based on violence standards -- if there's too much blood, you're out. What's worse, while a Z on the box isn't as bad as an AO rating in America (or being refused classification at all in Australia, effectively banning it from shelves), it essentially means that the game cannot be advertised in any public manner within Japan.
The situation came to a head recently when Sony's God of War III was given a Z, even though the first two games both got D ratings in Japan. Game-store owners were, to say the least, miffed. "[The Z rating] basically means I can engage in no practical advertising," one Tokyo-based store owner blogged last month. "There are no TV ads, no videos playing in the store. The best I can do is put up posters and flyers, but no matter how great the game is, you can't show what makes it fun with still images. Capcom [the publisher of GOW 1 and 2 in Japan] spent all this time building up the brand, and now it's all ruined!"
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In Japan, the equivalent of the ESRB is the Computer Entertainment Rating Organization (CERO), the industry outfit responsible for giving content ratings to every console game released in the country. CERO rates based on a scale of five letters: A (all ages), B (ages 12 and up), C (ages 15 and up), D (ages 17 and up), and Z (ages 18 and up only).