Games London has just been announced as a brand new gaming conference, backed by Boris Johnson himself.
The Mayor of London is backing a brand new initiative to make London a hub in the gaming industry.
A new two-week games festival called Games London, backed by a £1.2 million investment from London Enterprise Panel, will take place between 1-10 April in venues around the city.
It will include a consumer games expo at Somerset House, a series of talks at the BFI and a London Games Fringe of smaller events.
The festival will also incorporate two existing events: Rezzed, the indie games gathering, and the annual BAFTA video game awards.
Related: Best Games 2016
"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," said Johnson. "From design to banking and civil engineering to film, games technology is being used in a host of different sectors."
"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."
Games London is being organised by Film London and games trade body Ukie.
The festival section promises to be home to at least 15 events across 10 venues.