The UK games industry is celebrating all that is positive in gaming in a week-long event taking place in London.
The Festival will emphasis the fun and social side of gaming
The London Games Festival comes after the industry has been scrutinised by both the government and the media.
"It is all about beating the drum for the games industry," said Paul Jackson, director general, at Elspa.
A government-backed review of games and children is under way and the British Board of Film Classification recently banned Manhunt 2 for a second time.
The festival encompasses a range of events from conferences, screenings, concerts, consumer events and award ceremonies.
The Bafta game awards are held on Tuesday with industry veteran Will Wright, creator of Sim City, receiving a special honour.
Dr Tanya Byron, who is leading the review into games, will also speak to the industry at an event during the festival.
Mr Jackson said: "The festival itself has a phenomenal spread of events from the Baftas to the London Game Career Fair, from huge consumer events to a game that is being designed and produced as the week progresses."
Mr Jackson said the event would show the "breadth of artistry and creativity the games industry has to offer".
Games giant Electronic Arts is hosting two days of live gaming in the heart of London, Trafalgar Square.
Gamers will be able to get their hands on titles such as Fifa 08, Need for Speed Pro Street and Rock Band.
Gerhard Florin, EA's head of international publishing, said the company was keen to show how diverse games playing had become.
"Gamers understand very well that games entertainment is part of their mainstream life. It's no longer niche."
EA's biggest franchises were global brands, he said.
"They reach masses of people. If you see franchises clocking in $300m (£153m) around the globe and call that hard core, then hard core is huge."