Retailer GAME expects its next Insomnia festival – which will include the GAMEFest expo – to be the UK's most popular gaming event this year.
The firm targets a record number of attendees over the August Bank Holiday weekend, and says it will be investing heavily to ensure it hits this goal.
We are planning to break 100,000 visitors in August, and we are scaling up very, very quickly to make sure we make it a memorable event,” said GAME marketing and insight director Fred Prego.
There will be plenty for visitors to do. It is the first time for people to play games announced at E3 and Gamescom.”
He added: We are planning our biggest marketing campaign ever for Insomnia58. We are ready to invest to make sure that this is definitely the biggest UK gaming event of this year.”
Meanwhile, Prego plays down the rivalry with EGX, which takes place at the same venue four weeks later. EGX told MCV last week it was ‘disappointed' by GAME's decision to host a consumer show.
Insomnia has always happened in the Bank Holiday weekend in August,” he said. As a company, GAME has always been very supportive of all gaming events – including EGX. I am sure there is room for everyone.”