It seems every season of the year has its irresistible online trends, and one doing the rounds this year is for people to film themselves being doused by a bucket of ice water before passing the challenge on with a nomination. It has the noble cause of raising awareness around ALS — amyotrophic lateral sclerosis, commonly known as Lou Gehrig's disease — and has, now, begun to make its way around the highest levels of the games industry.
Notch, the well-known driving force behind Minecraft, boosted its profile with the video below.
One of the nominations that Notch made was Phil Spencer, the head of Microsoft's Xbox division. The executive was game, as you can see below.
As you can see he's nominated Nintendo of America's Reggie Fils Aime, Sony's Shuhei Yoshida and Gabe Newell from Valve. Reggie has just hours remaining to respond, either with a dousing, donation to ALS charities or both.
The question — is his body ready?