All £10 donations made to GamesAid in the room at the MCV Awards tonight will effectively be doubled, thanks to Sony PlayStation.
The format-holder has said it will match every single £10 donated to tonight's GamesAid Tenner drive.
Every year attendees to the MCV Awards (plus other events including the Develop Awards and the Games Media Awards) are invited to bring a tenner each for fundraising that supports the games industry charity.
GamesAid acts as an umbrella to support a number of smaller charities who help disadvantaged and disabled children and young people.
“Gamesaid Tenner fund-raising during the MCV Awards has always been significant. It's the single biggest event in the games industry’s diary and everyone donates a little to make a lot,” said Gamesaid chairman Stuart Dinsey.
“PlayStation coming forward to double what is raised on the night is wonderfully generous. This demonstrates how leading brands are increasing their support for Gamesaid, which is all set for a record year.”
Last year, MCV Awards donations totalled over £3,250 – so don't forget your tenner tonight.
And even if you aren't in the room you can donate now online at this Just Giving page or via text - simply text GAID5010 to 70070.