How the Entertainment Software Association’s “Game Generation” campaign helped the gaming industry shift the public narrative around video games. Acting as the voice and advocate for the U.S. video game industry, the Entertainment Software Association represents a sector that generates over $41.5 billion in revenue each year domestically—outpacing even music sales and movie box office. With over three billion gamers worldwide, the industry connects audiences across cultures, ages and gender in the fastest growing segment of entertainment. In the U.S. alone, there are over 214 million video game players. Sixty-four percent of adults and 70 percent of children under 18