Microsoft sponsors GAMEfest

Retailer GAME has named Xbox 360 platform holder Microsoft as the headline sponsor of its upcoming GAMEfest consumer show in Birmingham.

The deal will see Microsoft branding on all pre-event marketing and afford it a heavy presence at the show itself and a prime space at the venue. MS has also announced that Gears of War 3 will be playable on site.

We are delighted to show our support for GAMEfest 2011 and to give customers the opportunity to try out some of the new exciting games and entertainment experiences that we’re launching this year," Microsoft’s director of Xbox & Entertainment, retail sales and marketing Stephen McGill said.

GAME’s UK marketing director Anna-Marie Mason added: It is fantastic news that Microsoft has agreed to partner with us and be one of our headline sponsor GAMEfest. We have an incredible relationship with Microsoft and I know that our customers will be looking forward to see what they do at the event.”

GAMEfest runs for three days from September 16th at the Birmingham NEC.