Attendees at the Develop Awards this week will be invited to donate towards industry charity GamesAid.
A special envelope will be placed on each table at the sell-out event, and guests are encouraged to each put just £10 inside on the night.
However, those most charitable can donate now online to help the industry's charity, which has been doing fantastic work to help the lives of children and young people.
All of the money raised will be accumulated by GamesAid and shared out amongst the organisation’s chosen charities.
Sister event MCV Awards raised £4,000 earlier this year via the same simple method.
"There will be over 550 people from studios all across Europe at the Develop Awards, so this is a great opportunity to raise some cash for GamesAid," said Develop publisher and Intent Media boss Stuart Dinsey.
"We appreciate that times are hard, but hope that this simple 'bring a tenner' message will get through and that a good proportion of people attending will do their bit.
“Gamesaid is a pan-industry charity that looks to give funds back to deserving causes on behalf of the UK video games industry as a whole. Even the smallest amount of support makes a difference."
This week’s Develop Awards will be the most attended night in the event’s nine-year history, with more than 140 different companies in the room.
The event takes place on the evening of Wednesday, July 20th at the Hilton Metropole Hotel in Brighton, UK.
Contact Kathryn.Humphrey@intentmedia.co.uk to reserve your place at this essential business event.
The event is sponsored by Crytek (Platinum Sponsor), Amiqus (Gold sponsor), Supermassive Games (Gold Sponsors), Nova Scotia Business (Gold sponsor), Eurogamer (After-Party Partner), Imagination Studios (Drinks Reception Sponsor), Green Man Gaming (Category Partner), OPM Jobs (Table Gift Partner), Babel Media (Development Legend Award Partner), FMOD/Firelight Technologies (Event Partner), MPG Universal (Event Partner), Gamecity Hamburg (Event Partner) and The Develop Conference (Event Partner).