Microsoft Corp. is launching a new educational campaign to help parents take control of the games and other content their children consume using its new Xbox 360 video game console, an executive said on Wednesday.

The company is scheduled to lay out the strategy at DigitalLife, a consumer technology, gaming and entertainment show starting on Thursday in New York, Robbie Bach, president of Microsoft.’s Entertainment and Devices division, told Reuters.

Microsoft’s move comes amid legislative efforts to ban violent and sexually explicit video game sales to minors and as the software giant works to expand its video game market beyond its core audience of young adults to the “tween” demographic between children and teens.

The Xbox 360 debuted almost a year ago. Like its predecessor the Xbox, it includes a family settings feature that lets parents and caregivers put restrictions on content their children access through the console, its Xbox Live online service and its Xbox Live Vision camera.