Content rating from the view of the publisher (similar to ESRB)
Ages 4+. Everyone on iOS, everyone on Android, no violence, sexual, drug content, location content
Ages 17+. Graphic violence, sexual, profane humor, focus or sales of drugs
Ages 9+. Mild violence (cartoony/fantasy), ask for location data.
Ages 21+. Alcohol, gambling, dating or co-registration
Ages 12+. Realistic violence, publish location data or communication (find users, dating, messaging), crude humor, inflammatory content, simulates gambling, reference to drugs