The ALS Ice Bucket Challenge has from relatively little-heard-of charity drive to viral phenomenon in recent weeks and Xbox Boss Phil Spencer has become one of the latest high-profile participants.
Spencer has released a video of himself being doused with ice water after being nominated for the challenge by Minecraft creator Markus 'Notch' Persson.
The ALS Ice Bucket Challenge has swept the internet and mainstream press in recent weeks in the name of spreading awareness for the ALS Association, a non-profit health agency committed to tackling Amyotrophic lateral sclerosis (also known as Lou Gehrig's Disease).
Participants donate to ALS, then record and post a video of them being covered in freezing ice water before nominating three more people to participate in the challenge.
Spencer joins the growing list of celebrities to have accepted the Ice Bucket Challenge, including Guardians of the Galaxy star Chris Pratt, Robert Downey Jr. of Iron Man fame, and singers Jon Bon Jovi, Justin Timberlake, Taylor Swift, Justin Bieber.
With the top man of Xbox having done his part, Spencer has nominated major big wigs from gaming's three other key platform holders: SCE Worldwide lead Shuhei Yoshida, Nintendo of America boss Reggie Fils-Aime and Valve head Gabe Newell.