London mayor Boris Johnson was unveiled as a Minecraft avatar on Tuesday as he announced a £1.2m programme to promote games development in London.
A #MinecraftBoris London tour was released to promote the new gaming fund in the capital and the launch of Games London, as a virtual press conference.
A blocky Boris, standing before Minecrafted London landmarks, also unveiled that the first London Games Festival will take place 1-10 April 2016.
In a statement, Johnson said: “London is already a star player when it comes to games and interactive entertainment, but international competition is fierce and we need to ensure our city can compete with our global gaming rivals.
"Through Games London we are supercharging an increasingly important sector for our economy, one that exemplifies the capital's reputation for creativity and innovation."
He concluded: “We are investing in a dynamic and constantly evolving industry to take London to another level as a world-leading capital for games and interactive entertainment."
In addition to the festival, London Games will hold B-2-B networking events to attract investment, trade missions to inform of London’s games development tax breaks and a number of training initiatives.