Challenge faces video games industry
In Britain the Olympics may be on, but the government is not just interested in goals and gold medals, it also wants to win business.
The coalition is using the world's biggest sporting event to bring together top executives from around the world and promote investment.
They have been looking at interactive entertainment and how companies keep customers happy when there is so much competition for how leisure time is spent.
Philip Hampsheir reports.
Pictures courtesy of Eidos Interactive