Future has picked comedian Frankie Boyle to be the host of this year’s Golden Joysticks, MCV has learnt – as the publisher calls upon the trade to galvanise gamers into pushing the vote count past a million for the first time.

In association with Virgin Media, the 26th Annual Golden Joystick Awards take place on Friday October 31st at the Park Lane Hilton, London and organiser Future is urging the industry’s marketing and PR departments to rally their fans.

All gamers in the UK are eligible to vote, and companies have been invited to promote the Golden Joysticks to their own online communities in order to break the one million votes barrier.

“This year’s Golden Joystick Awards are shaping up to be the best yet, thanks to the support of our sponsor Virgin Media and Frankie Boyle signing up as host,” said Emma Parkinson, organiser of the Golden Joystick Awards.

“The industry has always seen the Joysticks as a focal point of its calendar and long may this continue.

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“Increasingly, it has become a focal point for mainstream press attention and a celebration of the games industry. As we aim for a million votes, we need the help of your fans and customers – we can make the wider world proud of our industry.”