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Philadelphia plays Tetris on a 29-story skyscraper

Game designers played Tetris on the side of a 29-story skyscraper in Philadelphia on Saturday night.

The exhibition at Philly Tech Week‘s celebration of cool technology was one of a number of events that will celebrate the 30th anniversary of Tetris, which Alexey Pajitnov created in the former Soviet Union and Henk Rogers brought to the rest of the world. The spectacle was a great example of video game marketing at its finest, for the benefit not only of Tetris but the whole industry as gaming seeps deeper into popular culture.

Rogers, the managing director of The Tetris Company in Hawaii, was on hand to join the exhibition that Frank Lee, head of Drexel University’s Entrepreneurial Game Studio, put together. Lee created a working version of the famous block-puzzle game through a contraption that controls the lights of a 29-story building.