GAME has announced it's to become an official games partner of the British Academy of Film and Television Arts. The partnership will see GAME support BAFTA's upcoming Games Awards evening, which is due to be held on April 6th at Tobacco Dock during the London Games Festival, as well as a number of other BAFTA events throughout the year.
Outside of events, BAFTA will also bring exclusive content to GAME via social media, multichannel retail offers and competitions. There will also be activities planned around GAME's new Belong Arenas. Likewise, GAME will be bringing the partnership to life using the augmented reality technology in its Ads Reality subsidiary.
That's not all. GAME will also support a number of BAFTA's learning and new talent schemes across the year, including showcases, masterclasses and BAFTA's Young Game Designer initiative.
GAME COO Guy Lister commented: “We are delighted to be partnering with BAFTA on a number of game initiatives in the coming months. Our customers are already huge supporters of the games industry and with this partnership we are providing them with opportunities to engage further with the industry, whilst we help support, develop and celebrate the creativity behind the games themselves.”
Nick Button-Brown, chair of the BAFTA Games Committee added: “We’re thrilled that GAME will be supporting BAFTA through this partnership. GAME’s influence across the games community will be instrumental in allowing BAFTA to continue celebrating and rewarding talent in the industry through our Awards, as well as bringing BAFTA’s charitable remit to the public throughout the year.”
GAME recently launched seven Belong Arenas across the UK, as well as a brand-new flagship store in Wardour Street, London. To find out more about them, read our in-depth with GAME CEO Martyn Gibbs.