sentences:  The concept of the ECA was born following an IEMA board of directors meeting, in which Halpin recognized a need for consumer representation.The association was launched as a means for consumer rights advocacy following a string of anti-games legislation aimed at criminalizing the sale of certain video games.Although publishers were effectively represented by Entertainment Software Association (ESA) and retailers by Entertainment Merchants Association (EMA), consumers of video games were virtually unrepresented until the launch of ECA.