Boris Johnson has never shied away from unexpected ways of doing things.
So why should we be surprised the London mayor has chosen to promote the future of London’s gaming sector by turning himself into a Minecraft character?
To launch the new initiative Games London, BoJo has appeared in an “in-game press-conference” held within the wildly popular block-style adventure game.
Little Minecraft Boris came on to the digital press conference and 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.
Games London, an initiative designed to turn London into the “games capital of the world”, is the brainchild of trade body Ukie and Film London, supported by video game tax relief.
Builds on a £4m fund launched by the government in October last year to further boost the UK’s booming video games industry, hoping to help smaller companies to a sector "which has already given the world global blockbusters like Tomb Raider, Little Big Planet, Runescape, Monument Valley and Batman: Arkham Knight".