Statistics from reformatories for juvenile delinquents show that nearly 70 percent of inmates were involved in violent crime, of which 80 percent were encouraged by violence-themed online games.

Actually, Shanghai and Beijing rolled out an online game rating system in 2010, requiring major game companies to categorize their products suitable for people above age 12 and those above age 18. Although users have to provide identification to register for the latter category, many teenagers manage to find an adult's ID card to circumvent age restrictions.

Fang Chang, Vice President of the Beijing-based online game company Gamebar, said that though the system didn't work as expected, many large online game companies have developed self-discipline to avoid graphic violence in their games.

"It's wrong to use violence and pornography to target and attract," he said. "Instead of spilling blood, we use a flash of light or other kinds of lighting effects in intense fight scenes."

"Adolescents are particularly curious about sex," said Tao Hongkai, a guest professor at Huazhong Normal University in Wuhan, Hubei Province. "Even if there are no graphic rape pictures and scenes in the game, female characters designed with scanty clothes also stimulate youths."

A rating system jointly released by Peking University and Huazhong Normal University in 2010 mainly concerns with whether or not a game involves violence, sex and obscenity, but the definition of "violence" and "pornography" is very ambiguous in China, according to Xiang Yong, Deputy Director of the Institute for Cultural Industries at Peking University.

In the United States, a non-profit, self-regulatory body, the Entertainment Software Ratings Board (ESRB), assigns computer and video game content ratings, enforces industry-adopted advertising guidelines and helps ensure responsible online privacy practices for the interactive entertainment software industry. The third-party body comprises various groups of experts, including players, educators and psychologists.

The ESRB devised six content categories corresponding to appropriateness for users over ages 3, 6, 10, 13, 17 and 18. All games containing extreme violence, drug use, sexual content or nudity receive an "Adults Only 18+" (AO) rating.

Game designers typically bow to pressure from publishers to tone down graphic content to achieve softer "Mature 17+" or "Teen" ratings. Many major American retailers refuse to sell games with AO ratings.

Experts believe a rating body can also work in China but with government participation.

"I think that China can adopt a two-tiered rating model. Experts from multiple areas as well as online game developers assign computer and video game content ratings while the government establishes relevant laws and regulations to supervise the whole industry," said Chen Shaofeng, Deputy Director of the Institute for Cultural Industries at Peking University.

According to international practice, industrial associations carry out most of the evaluations of online games because government authorities are a vested interest, as they profit from the tax revenues on the products.

"Instead of direct management, the government is better off with a role that only includes advocating, reminding, regulating and explaining," said Zhou Qingshan, another Deputy Director of the Information Management Department at Peking University.

"China doesn't have a nationwide online gaming industry association yet, so it's urgent we establish one that allows members to discuss, negotiate and work out a unified industry regulation," he said.

"With help from the government, self-discipline enforced by an industrial association and a clear rating system, I'm sure China's online gaming industry will develop further and reports of addiction will be greatly reduced," Zhou added.

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