The UK games industry is celebrating all that is positive in gaming in a week-long event taking place in London.
The London Games Festival comes after the industry has been scrutinised by both the government and the media.
"It is all about beating the drum for the games industry," said Paul Jackson, director general, at Elspa.
A government-backed review of games and children is under way and the British Board of Film Classification recently banned Manhunt 2 for a second time.
The festival encompasses a range of events from conferences, screenings, concerts, consumer events and award ceremonies.