The event has been kicking off on hourly intervals since the clock struck 1700 on NZ and just now at UTC+2 and for me personally in Helsinki. The event is happening all around Finland and rest of the central European time zone. The mood is currently pretty chill as people have gathered around to view the keynotes and declaration of the game rules.
I plan on making several posts reporting whats-a-diddly-doo happening here but personally participating too. So stay tuned. Quite possibly on the WP7-category, obviously. ;)