Mature video games sell great. Good reviews help to. A new study from Electronic Entertainment Design and Research (EEDAR) revealed several factors in video game sales. First, mature rated games sell better and get better reviews. And games that get very good reviews, Metacritic scores above 90, sell 531 percent above the average game.

So maybe this means means we’ll see more mature, quality games.

Okay, maybe not. But this study does present some ideas game publishers should consider. First, gamers like good games. Let’s not try to bash the video game critics (like Sony pushing Lair critics to reconsider their scores) and instead make games they like. Because it seems, gamers and game critics agree on what makes a good game.

The second, and more important point, is mature games not only sell better even with fewer retail outlets, but get better reviews. Maybe gamers and critics alike just want gross violence, hence, but I believe this reveals gamers like more grown-up games. Clean, wholesome games like Mario and Zelda offer excellent gameplay but lack rich storylines. While violent video games get all the press, subject matter in games is severely censored for sexual and graphic subject matter.

As the recent Manhunt 2 controversy showed, there is no market for Adults only rated video games. Sony and Nintendo won’t allow AO games on their consoles and major retailers won’t sell the games. Whatever your preference, censoring the creative minds behinds the games will not promote video games as art, but instead inspires more Grand Theft Auto knock-offs.

Recently we’ve seen what mature games can produce: Bioshock. This critical darling has a gallery of ESRB no-nos (they don’t seem to like eating little girls). But Bioshock real brilliance is less in gameplay and more in storytelling (while still having awesome gameplay). You inject yourself with power-ups like a drug; a drug that turned everyone in the games’ world insane, for example.

As movies have shown, grown-up subject matter often allows for more developed stories because you don’t have to avoid references, language, or imagery that makes the experience more immersive and believable. Mature games get better reviews and more sales because they are better games. The creators don’t have to censor their stories, visuals, or ideas. Imagine what might happen if video games could actually deal with complex emotional issues (which always have to do with sex). Your character could choose to cheat on his wife. How many evil points should that get you? Dealing with more complex and yes, mature issues, will lead to more complex games. The world isn’t black and white and neither should our games.