In an effort to position London as the world’s games capital, and tap into a US$81-billion global market, the city’s game and interactive entertainment industry is getting an injection of US$1.7 million (£1.2 million) to launch a new three-year program called Games London.

Michael French, who has been working in the games industry for 13 years as a journalist and publisher, has been tapped to lead the Games London program.

It will look to capitalize on the Video Games Tax Relief, which was introduced in 2014, with the goals of attracting investment, helping London gaming businesses generate US$49.57 million (£35 million) in new revenue, creating hundreds of jobs, and boosting skills and training.

Key aspects of Games London include the announcement of the new annual London Games Festival in April, consisting of 15 events taking place across 10 venues, an international B2B networking event to attract investment to the UK, inbound and outbound trade missions to promote the tax breaks and the UK games sector, and a range of other training and skills development initiatives.

The London Enterprise Panel in ponying up funding for Games London, and the program will be delivered by film and media agency Film London and games trade body Ukie. The ambitious program is looking to build on London’s current US$3.97-billion (£2.8 billion) games sector.

London Mayor Boris Johnson made the announcement earlier today via an in-game press conference featuring himself as a Minecraft character (pictured).