Games Up? is a collaboration between video games publishers and developers to enhance the image of the video games industry. It will also lobby the Government on specific issues such as tax and skills.
The body is seeking tax cuts for the industry to deal with what is perceived as an uneven global playing field.
Games Up? argues that Canada's progressive tax system for video gaming has caused the UK to slip from third to fourth in the world development leagues.
It is also lobbying for the Government to attract more children to subjects such as maths, computer sciences and physics - skills vital for video gaming - to combat what the gaming industry perceives as a dearth of quality graduates.