It turns out everyone in the games industry is getting buckets of ice cold water thrown over their heads.
The whole thing is designed to support ALS, in an effort to raise awareness of the motor neurone disease. And some cash, as well.
Plenty of games industry folk have done it. Phil Spencer at Xbox, Cliff Bleszinski of Gears of War fame, Mr. Minecraft Markus Persson, EA CEO Andrew Wilson….
Once the challenge is completed, the freshly soaked execs are then tasked with challenging others. People we're still waiting to do it includes Activision's Bobby Kotick, EA's Peter Moore and Nintendo's Reggie Fils-Aime (who has promised to do it).
One recent exec to do it is Shawn Layden, the man in charge of PlayStaton US. Layden challenged Tony Bartel of GameStop and Jim Ryan of PlayStation Europe (can't wait for that one).
Bartel obliged, and then challenged Europe's very own Jeremy Dale - Xbox's sales and marketing boss – to take part. Dale has obliged (his video is below) and has challenged GameStop's Mike Mauler and GAME's Martyn Gibbs to take part next.
This is getting far too close to MCV for our liking. But hey, if it helps a very important cause, then we're not complaining.
You can learn more about ALS and how to help find a cure right here. Of course it's not just games industry folk involved in this, quite a number of celebrity superstars have also been involved.
Dale's video is below.
Here is GameStop's:
And here is Layden's: