British videogame industry figures have created a new charity to support sick children in the country.
Dubbed GamesAid, the initiative was founded by seven trustees, including Mastertronic's Andy Payne, Sports Interactive's Miles Jacobson and Relentless co-founder Andy Eades.
The charity is centered on a website, GamesAid.org, and will run without an office location or staff in order to keep down overhead costs.
The founders said the goal was to achieve transparency and open access.
"It's down to the people in the industry to suggest charities, to get involved in the diligence process, to help steer the Trustees' opinions, to communicate with others, to build good feeling - to do the stuff that raises cash," Payne said.
"It's a new way of doing it," added Eades. "It's in the Web 2.0 world - it's a kind of socially democratising approach to charity. What you've seen work with social networks, we're going to try some of those ideas out."