Organisers for the second annual Gamescom event are stepping up efforts to draw in the global gaming market.
The next phase in that plan was announced today at a press conference in London, where it was announced that UK specialist retailers can fly to this year's event for free.
Event organiser Koelnmesse said that the first 100 UK retailers to register at Gamescom's website can book a trip to the event for free, via flight group Germanwings.
Retailers have until Friday May 14 to take advantage of the offer.
Gamescom's key execs came to London today to make serious its plans to expand globally.
Its inagural 2009 event drew in 245,000 visitors - 44 per cent of which came from outside Germany.
Koelnmesse adds that Gamescom 2009 housed exhibitors from 31 different contries.
This year's Gamescom event takes place at the Cologne Trade Fair Centre, from August 18th to 20th.