The Entertainment Software Association (ESA) today revealed a new campaign touting the positive impact of video games on peoples' lives.
Game Generation aims to showcase the "power of play in building community, forging inclusivity, and inspiring creativity."
The campaign comes in response to consumer data from the ESA which shows that 73% of Americans play video games to relieve stress, while 63% agree that gaming improves problem solving skills, and 52% agree it develops teamwork and collaboration.
Launching as part of Game Generation is an online platform designed to help players and parents learn more about the benefits of video games, connect with others, and access resources for "positive play."
Sharing stories is a core part of Game Generation, and the ESA will run a number of live events and promotional campaigns to highlight the benefits of gaming.
"Game Generation is about celebrating the more than 164 million Americans who love video games and the positive impact that play can have, not only in players' lives but across communities, families, industries, and in tackling societal challenges," said ESA CEO Stanley Pierre-Louis.
"Video games are made to challenge us and to be fun -- but they also bring people together from different backgrounds, help build empathy, and inspire game-changing innovations in everything from education to healthcare, and even conflict resolution.
"This initiative will amplify the collective experiences of the millions who, regardless of age, gender, ethnicity, or political views, enjoy video games and share that joy with their children, families, and friends."