Looking not unlike a pixelated version of the Honey Monster, London Mayor Boris Johnson has been reimagined as a character in the computer game Minecraft. Whether he should be afraid of the villainous Creepers or they should be afraid of him however remains to be seen.
The idea of finally making Bojo seem like a fully three-dimensional figure, is a gimmick to promote a new raft of measures to help boost the computer games industry in London.
Under the banner Games London, a cash injection of £1.2m has been promised over three years, with the ultimate aim being to position London at the centre of the global games industry, which is worth around £57bn.
The money will be used to invest in training and create new jobs, while also encouraging up-and-coming firms to take advantage of tax breaks which were introduced last year.
There will also be an annual London Games Festival with the first taking place 1-10 April. This will feature 15 events at 10 venues including talks at the BFI, a gaming event at Somerset House and a Games Finance Market.
The £1.2m will come from London Enterprise Panel and the three-year Games London initiative will be overseen by Film London.