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I would suspect that the rating of a game would impact sales and how it impacted sales would be dependant on the genre and the region you're talking about ... A "Mature" first person shooter is the norm so receiving that rating will not have much of an impact on sales; on the other hand a "Mature" JRPG could (potentially) see far lower sales because parents (and some gamers) who don't like pointless violence/sex will avoid buying the game because it is "Mature" ...