Loading comes to London this April

A new independent games caf will set up shop in London’s Soho in a matter of weeks.

Loading, the Cornish indie known for providing games-themed cocktails at various industry and press events, is currently finalising the details on opening a London branch in Soho.

The new bar – located at 53, Rupert Street – is due to open its doors in mid-April, but founder James Dance (pictured) is still holding promotional events ahead of the official launch.

One such event will take place this weekend, marking the arrival of BioShock Infinite with plasmid-themed cocktails and demo stations from 2K Games. Doors will open 5.30pm on Friday, March 29th and BioShock demos and cocktails will be available through to Monday, April 1st.

This follows the two trial gamer nights held in the new Soho venue earlier this month. Social media promotion enticed almost 200 guests to the bar, including representatives from nearby firms such as Premier PR, Rocksteady, Sony, Xbox, IGN and GAME Hamleys.

Local developers even brought early code of their iPhone and PC games for consumers to try out.

I’m blown away by how many people turned up and wanted us to do well,” Dance told MCV.

When the chance came up to try out this place on the doorstep of nearly every company I know, it was just brilliant.”

Following the success of the trial events, Dance is currently arranging to re-open the bar permanently as Loading Soho, and is keen to invite more developers and publishers to host their own events there.

It’s almost certain we’ll be doing more in the same location,” he said. We’re keen to give firms that can’t afford massive events somewhere in London where they can connect with gamers.

It will also serve as a space where the community can rub shoulders with industry people. Gamers were pleased to meet the community managers they’ve been tweeting to for years.

We still need to reach out to companies to see what they’re willing to do to support us – our budget is still non-existent – but now that we’ve got everything we need in terms of space and reputation, it’s just about doing a little bit of decoration and really going for it.

Now I’ve got to move up to London and get started.”