For the past several years, gamer magazines and websites have loyally and consistently supported ESRB PSA campaigns, with over 70 ads published generating 25 million impressions. However, game enthusiast publishers felt that the ESRB ads, which target parents, were somewhat disconnected to their readers and the editorial environment. The Penny Arcade campaign was developed with this expressed purpose in mind, and does not replace the existing ESRB OK to Play? ads, which will continue to appear in all non-game enthusiast media.
Only the first two ads were revealed alongside the announcement, both corresponding to the E (Everyone) rating: Sarah and The Andersons. Characters corresponding to the remaining ESRB ratings, most of which were on display at E3, will presumably be formally revealed in the near future.