The Entertainment Software Association sends word that it has identified causes for which it plans to offer up to 1 million dollars in funds. This will be done through the ESA Foundation, which up until now has offered more than 11 million dollars in funds to various charities and other worthy causes.

The recipients of the money are all able to “develop unique and innovative programs that will improve the health, education, and safety of America's youth”.

Michael Gallagher, who is the president and the Chief Executive Officer of the ESA, stated that “We are pleased to help these organizations address such critical social issues. The creativity and commitment of these recipients gives us a glimpse into the countless ways technology, including video games, can be used to improve the quality of life of our young people”.

The association is also encouraging members to take part in the main fund raising event of the ESA, which is the Night to Unite for Kids gala that takes place on October 22. Iconic designer Shigeru Miyamoto, who works for Nintendo and who is the creator of classics like Zelda and Mario, will receive this year recognition for his work towards helping kids.

The following organizations will receive money and further support from the ESA: Animation Project, Inc., HopeLab Foundation, PAX, ThanksUS, WGBH, Web Wise Kids, Federation of American Scientists, One Economy Corporation and the National Institute on Media and the Family.

This year, the ESA was hit by a rather lackluster E3 trade show and by the withdrawal of some important members, like LucasArts, Activision and Blizzard. The organization is supposed to be lobbying politicians for more support for videogame developers. Its activities have not been held in high regard during 2008 and such initiatives are designed to increase the public profile of the Entertainment Software Association.