The Entertainment Software Rating Board (ESRB) has tapped the web comic Penny Arcade to handle their new ad campaign. This move aims to make gamers become more aware of the ratings and to see its importance in the gaming community. If you aren't familiar with the Penny Arcade comics, it is written by Jerry Holkins and illustrated by Mike Krahulik.

The strip regularly features Holkin and Krahulik's alter egos-- Tycho Brahe (Holkins) and Jonathan "Gabe" Gabriel (Krahulik). The two characters spend much of their time playing and commenting on computer and video games, forming the basis of the humor in the strip.

According to Krahulik, "until now (the ESRB's) advertising has been focused on trying to educate adults about the ESRB. That's obviously an important task, but they wanted this new message to be directed at gamers -- that is to say directed at us."

He also added that "they wanted a campaign that would communicate to gamers why the ESRB is important even if they don't think it directly affects them." When asked why the duo decided to accept the gig, 'Gabe' said "we much prefer the ESRB to government regulation and let's all be honest here, that's the alternative." Choosing the lesser of the two 'evils' I suppose (just kidding).

The ads were partially presented at E3 and according to Krahulik, the ad campaigns were warmly received. The ads will appear in gaming mags and websites in the near future. Let's just see if this ads seriously affects the gaming community.