Microsoft's Robbie Bach ESA's 2010 Champion Honoree

On October 20 in San Francisco, the ESA will hold its annual Nite to Unite benefit to raise money for its kids' charity. Microsoft's Robbie Bach – president of the company's entertainment & devices division – is being given the 2010 Champion award. Industry luminaries such as Shigeru Miyamoto and Sony's Ken Kutaragi have previously won the award for their efforts on behalf of the industry and children.

"Robbie's leadership in improving the lives of children appeals to the best within each of us and is a model for others to follow," said Michael Gallagher, the president and CEO of the ESA.

Bach has headed Microsoft's Get Game Smart campaign aimed at raising awareness of the Xbox 360's parental controls and the ESRB game rating system.

For info on the Nite to Unite event, please check out the ESA's website.