As the mainstream media continues to (largely) misunderstand video games and U.S. politicians reveal wave after wave of anti-game legislation that seeks to regulate the sale of video games, there's been much public outcry asking the Entertainment Software Association and the industry in general to step up.

Former Atari PR guy Jayson Hill wrote about grassroots efforts and helping the ESRB spread ratings awareness in a recent My Turn, ESRB president Patricia Vance said she's "extremely encouraged" that those in the industry could help pitch in and start a grassroots effort, former LucasArts marketing VP John Geoghegan recently talked about a 12-step program for the industry to revive itself and fight growing criticism, and GamePolitics editor Dennis McCauley has also called on the ESA to "get out and fight."

Today the ESA has taken a good first step by launching a new grassroots political network for gamers called the Video Game Voters Network. The ESA says that "the website was created as a means for American adults who play computer and video games to organize and take action on important policy issues affecting the computer and video game industry."

The site will keep gamers up to speed on the latest game industry events and encourages adult game players not only to register to vote, but also to be more active in their support of the industry by contacting federal, state, and local officials to express their views. The Video Game Voters Network also contains important facts on gamers and games and violence, as well as coverage of pending legislation.

"With over seventy bills to restrict game sales to minors already pending in state legislatures across the country this year, it's time for gamers to make their voices heard loudly and clearly, to let politicians know that they will no longer stand by and let games be the scapegoat for larger social problems," said ESA president Doug Lowenstein. "Gamers can join together through the Video Game Voters Network to send a strong message to politicians to let them know that gamers care, that they vote, and that they will no longer tolerate these unconstitutional, unnecessary, and uninformed attacks on this important form of entertainment."

Added game industry icon and Maxis Chief Designer Will Wright: "Computer and video games represent one of the most important new media developments of this generation. Unlike many other forms of entertainment they offer players the opportunity to explore, be creative, learn through interaction and express themselves to others. It is vitally important that we protect and nurture this new art form so that it can reach its full potential. Like most new forms of artistic expression that have come before (music, novels, movies), the primary critics of video games are the people that do not play them."