Do you think it's possible that EA decided that the "Teen" rating from the ESRB would translate into more sales for UO than continuing on with a "Mature" rating? I believe it is standard and voluntary practice for retailers to not sell "Mature" rated games to anyone under 17 without the consent of their parents. According to information on the ESRB website, UO:Second Age had a "Mature" rating, but they gave UO:Renaissance and every other edition after that a "Teen" rating. [
http://www.esrb.org/ratings/search.jsp?title=ultima online&fromHome=fromHome ]
I'm sure we've all read the many very public postings people have made over the years that say they started playing UO when they were just a teenager. Could it be that EA, as a publicly held company, was concerned during the development stage for UO:Renaissance that some of its investors, which include many large mutual funds, retirement systems/plans, and trust funds, would get wind of these many, many postings and pressure EA to somehow prevent teenagers from playing a "Mature" rated game? Or perhaps some of those investors became aware of the situation and even suggested that EA should tone down some of the content.
We will probably never know for sure. However, I think this particular archived article from 1998 regarding EA's quick cancellation of "Thrill Kill" after they acquired many of the assets from Virgin Interactive Entertainment might give some insight into what reputation EA's board wanted the company to have at that particular point in time:
EA kills 'Thrill Kill' game before release | Tech News on ZDNet .
Out of curiosity, I did a search on the Origin.com website to find out how many game titles there have an ESRB "Mature" rating. These are the titles that the site lists as definitely having that rating: Mass Effect, Mass Effect 2, Dead Space, The Saboteur, Dragon Age: Origins, Dragon Age II, Shank, Alice: Madness Returns, Kingdoms of Amalur: Reckoning, The Witcher 2: Assassins of Kings, Counter Strike: Source.
The following titles also came up in the site's "Mature" category, but indicated in the rating description that the titles had not yet been rated by the ESRB: Crysis, Crysis Warhead, Crysis 2, Left 4 Dead, Battlefield: Bad Company 2, Battlefield 3, Dead Space 2, Medal of Honor, Bulletstorm, Mass Effect 3, Syndicate, Saints Row: The Third, Dead Rising 2: Off The Record, Warp, Shank 2, Lord of the Rings: War In The North, Resident Evil: Operation Raccoon City, TERA, Two Worlds II, Binary Domain, and The Orange Box. (I've checked quite a few of these on the ESRB web site and they all had a Mature rating, so it looks like EA's been slow to update their own website to accurately reflect some games' ESRB ratings.)
Note: Most of the Kingdoms of Amalur and Lord of the Rings editions listed on the ESRB website have Teen or Everyone ratings.
EDITED TO ADD: Sorry, this makes my post even more choppy. However, take a quick look at this timeline on the ESRB site:
Entertainment Software Rating Board . I think it is plausible that EA was concerned about the effect on future sales of UO at that time if they didn't do something to change the game's rating to something less restrictive than "Mature." I'm just guessing though. Maybe someone who was actually playing at the time has a better grasp on other issues that might have factored into this situation.