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Facing the prospect of federal legislation, American publishers organized a single body to assign age and content ratings to games. Retailers adopted it quickly, and industry self-regulation became the standing answer to political pressure.
Self-regulation, adopted under pressure, kept content decisions inside the industry rather than in statute. The labels changed how games are marketed and sold across North America, gave parents a reference point they had never had, and became the industry's principal argument whenever legislators returned to the subject.
The first Electronic Entertainment Expo opened in Los Angeles, giving games a professional trade show instead of a corner of a consumer electronics event. It became the industry's fixed announcement date for more than twenty years.
Games acquired the institutional apparatus of a mature industry: a trade show of their own, a fixed annual news cycle and a venue where retailers, press and developers met face to face. For more than twenty years the event set the rhythm of announcements, launches and coverage across the whole business.
