Prince William has launched British Academy of Film and Television Arts' (BAFTA) campaign to support talented young people who want to break into the film, television and gaming industries.
The Duke of Cambridge, who is also President of BAFTA, launched the campaign at the BAFTA headquarters in central London on 18 November.
The campaign, named Give Something Back, calls on industry heavyweights to mentor and support young people in UK.
"Today, more than ever, young people and career-starters need nurture and support to achieve their potential and to succeed. Give Something Back is a special opportunity for our supremely talented professionals to offer a small amount of their time, or money, to contribute to BAFTA's learning programme," the 31-year-old duke said.
One of the highlights of the campaign is its Prince William Scholarships, named after the duke, in the fields of films, television and games. The scholarships grant up to £10,000 tuition fee to the awardees, irrespective of their social backgrounds, for their respective fields.
Prince William: I am a useless gamer
His Royal Highness also attended BAFTA's Young Game Designers Workshop in which the duke put his own video gaming skills to test. While trying his hands on several games made by award-winning young designers, William called himself a "useless" gamer.
"I know that I, for one, as an enthusiastic but quite useless gamer, look forward to playing the weird and wonderful games which these young people dream up in the future," he said.
The young father to Prince George tried playing multiple games such as Hamster: Accidental World Domination, Vacuum Panic and Smiley Dodgems while spending a good portion of his time at Vacuum Panic, in which the player has to clean a bedroom before mother comes in to check it.
"I'm not cleaning particularly well, I'm just going around in circles," Prince William said.
The UK has one of the strongest and fastest growing gaming industries in the world.
"Our developers are more in demand than ever before," the duke said during the workshop that focused on what career in games might be like.
William and Kate focused on nurturing young Britons
Prince William's presence at the campaign's launch relates with the work of his own foundation, the Royal Foundation of The Duke and Duchess of Cambridge and Prince Harry.
One of the early areas of focus of William and Kate Middleton's foundation is to help the young people and children in the UK build their skills, confidence and aspirations.
Recently, Prince Charles said that he admired his daughter-in-law, Kate Middleton, for her work as a scout volunteer.
The Duchess of Cambridge's dedication to encouraging young boys and girls for scouting has been admired as Kate has taken part in several scouting training events even when she was pregnant with Prince George.