US video games trade body the Entertainment Software Association (ESA) has revealed a new campaign focused on the positivity of games.

As announced on its website, the ESA's new initiative is called Game Generation, with the aim of demonstrating "the power of play and the positive impact of video games on players’ lives, their families, and across society."

In a consumer survey, the ESA found that 73 per cent of Americans play games as a way to relieve stress. Furthermore, 73 per cent of parents consider games to aid in the educational development of their children.

The survey also found that 63 per cent of Americans believe games can aid in the development of problem-solving skills. Due to online titles, 65 per cent of people think games bring people together.

As part of the campaign, real stories of positivity through games will be shared.

“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 president and 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. That’s what makes us all part of the game generation.”

Recently, the ESA vowed to "shake things up" for this year's E3 event.