New industry charity Games Aid launches tomorrow (May 16th), while existing official charity, the Entertainment Software Charity (ESC), seems destined to disappear.

Games Aid arrives without specific fiscal targets or a rigid manifesto, but with an over-arching desire to include everyone from developers to retailers – and even consumers.

It has been established with seven trustees: Greg Ingham, chairman (MediaClash), Andy Payne, vice chairman (Mastertronic), Andrew Eades (Relentless), Paul Gardner (Osbourne Clarke), Sarah Seaby (GameCock), Rupert Loman (Eurogamer) and Miles Jacobson (Sports Interactive).

It is likely that the majority of monies will go to UK children’s charities – although, again, the trustees will look to the industry for guidance.

Payne commented: “It’s important to note that this is ‘an’ industry charity, not ‘the’ industry charity. We won’t be dictating, it’s about creating a broad-based membership which comes up with ideas and inspires each other.”

The ESC was founded in 2000 and has raised several million pounds, the vast majority of which has gone to children’s charities. Gardner, who is a trustee of the ESC as well as Games Aid, told MCV: “It is in the process of being wound up.”