Video screenshot: Phil Spencer Accepts the ALS #IceBucketChallenge ©YouTube LLC

Video screenshot: Phil Spencer Accepts the ALS #IceBucketChallenge
©YouTube LLC

(Relaxnews) – Accepting a dare from “Minecraft” creator Markus Persson, the Head of Xbox, Phil Spencer, underwent a stone cold drenching in the name of charity and goodwill.

Markus Persson, whose “Minecraft” has sold tens of millions of copies across PC, console and mobile, underwent the Ice Bucket Challenge himself on August 17, having been nominated by Elon Musk of Tesla Motors.

Persson then nominated Spencer along with Bobby Kotick (CEO of “Call of Duty” and “Destiny” publisher Activision) and Cliff Bleszinski (ex-design director on “Gears of War”) as his picks.

The viral funding drive has served to raise awareness for the ALS Association, a non-profit that funds research into motor neurone disease.

The organization has seen donations pass $23 million in the time between July 29 and August 19, a 12-fold increase on the same period in 2013.

Typically, participants not only pledge to donate towards the ALS Association (or equivalent) but also undergo an ice cold dunking as part of the informal ritual.

“I pass forward this challenge to Shuhei Yoshida from Sony, Reggie-Fils Aimé from Nintendo, and Gabe Newell from Valve,” said an exhilarated and clearly very cold Spencer, clad in a black t-shirt emblazoned with branding from Valve’s hit puzzle franchise “Portal.”

Other participants from the world of tech have included Facebook founder Mark Zuckerberg, one of whose nominees was philanthropist and Microsoft co-founder Bill Gates, who in turn chose Elon Musk as one of his three selections.

With high profile enthusiasts like Justin Timberlake, Oprah and Gates getting in on the act, the trend soon spread throughout Hollywood.

Real Madrid player Cristiano Ronaldo recently completed the task wearing nothing but his own range of CR7 underwear (naturally), while on Sunday actress Eva Longoria challenged UK fashion designer Victoria Beckham to take part.

The craze has swept social media, covering Instagram, Twitter and YouTube.

To find out more about the ALS Ice Bucket Challenge, see: