LONDON - It's Saturday night at a busy pub in north London, and the crowd is packed around the bar cheering and shouting at a large screen. It's not showing sport, but a video game.
There is no telltale sign on the grey front of the building, just its name "Meltdown" and the muffled bass of Bob Marley's "Get up, stand up" which makes the windows vibrate gently.
But inside this "e-sports" bar is a temple of competitive gaming.
Around a table crowded with pints of beer, young people are following a tournament of "League of Legends", one of the most popular online games.
"Go, go for it, come on!" shouts a young woman wearing black stockings, shorts and a striped top, her fingers typing quickly on her phone as she comments on the match on Twitter.
Here customers come to have a drink and watch a video game contest as others would a game of football or rugby.
The menu lists a selection of cocktails referencing the virtual world.
With its fruity blend of rum, lime, mango, raspberry and passion fruit, the "Shoryuken" takes its name from "Street Fighter", one of the most famous games in history.
Meltdown is the only one of its kind in Britain and is an offshoot of a chain of bars launched in France by gaming enthusiasts.
The first opened in Paris in 2012.