In this paper, we demonstrate the versatility of mean-field games (MFGs) as a mathematical framework for explaining, enhancing, and designing generative models. There is a pervasive sense in the generative modeling community that the various flow and diffusion-based generative models have some common foundational structure and interrelationships. We establish connections between MFGs and major classes of flow and diffusion-based generative models including continuous-time normalizing flows, score-based models, and Wasserstein gradient flows. We derive these three classes of generative models through different choices of particle dynamics and cost functions. Furthermore, we study the mathematical structure and properties of each generative model by studying their associated MFG's optimality condition, which is a set of coupled forward-backward nonlinear partial differential equations (PDEs). The theory of MFGs, therefore, enables the study of generative models through the theory of nonlinear PDEs. Through this perspective, we investigate the well-posedness and structure of normalizing flows, unravel the mathematical structure of score-based generative modeling, and derive a mean-field game formulation of the Wasserstein gradient flow. From an algorithmic perspective, the optimality conditions of MFGs also allow us to introduce HJB regularizers for enhanced training of a broad class of generative models. In particular, we propose and demonstrate an Hamilton-Jacobi-Bellman regularized SGM with improved performance over standard SGMs. We present this framework as an MFG laboratory which serves as a platform for revealing new avenues of experimentation and invention of generative models. This laboratory will give rise to a multitude of well-posed generative modeling formulations and will provide a consistent theoretical framework upon which numerical and algorithmic tools may be developed.