GAME & IGN partner with Microsoft for Gears of War: Judgment First Look

20/02/13 – Leading video games retailer GAME and the world’s largest games media brand, IGN, have today revealed that Microsoft’s highly anticipated Xbox 360 exclusive, Gears of War: Judgment will be the subject of their inaugural First Look event – the first activity in a community partnership announced late last year.

First Look gives gamers who have pre-ordered with GAME a chance to receive the VIP treatment – 40 lucky winners will be invited to a store along with two friends to get started on Gears of War: Judgment ahead of its midnight launch with the opportunity to cloud save their progress and enjoy free food and drink.  Winners will beat the queues outside and be the first to pick up a copy of the game at midnight – for free!

The Gears of War: Judgment First Look takes place at 10 stores across the country from 9pm on Thursday, 21 st March – ahead of GAME’s midnight opening for the prequel to the franchise that has sold over 19 million copies worldwide.  Locations are listed below.

·         London – Stratford Westfield

·         Manchester – Trafford Centre

·         Glasgow – Glasgow Fort

·         Birmingham – Bullring

·         Liverpool – Lord Street

·         Sheffield – Fargate

·         Bristol – Cribbs Causeway

·         Leeds – White Rose

·         Edinburgh – Ocean Terminal

·         Newcastle – Metro Centre

As well as being entered into the First Look draw, all fans who pre-order Gears of War: Judgment at GAME will receive the classic Hammerburst weapon in-game, providing a competitive advantage in the multiplayer experience.  GAME is also offering exclusive downloadable content for pre-order customers – with the Emergence Day Young Marcus Fenix character skin not available elsewhere.

First Look is the first live event format to be announced by the GAME & IGN partnership – which was revealed late last year.  The partnership will support GAME’s vision of building the UK’s most valuable community of gamers by uniting IGN readers and GAME consumers for a series of digital and in-store events. Coming soon is Extended Play – an initiative that will encourage gamers to get together online via live streams and in person at GAME stores to discuss the biggest franchises, post–release, sharing their experiences with like-minded fans and hearing from special guests involved in their creation.

Martyn Gibbs, Chief Executive, Game Retail Ltd, said:

“These unique IGN and GAME co-hosted events are the perfect way to reward our most loyal customers and give something back to the community. The First Looks and Extended Plays demonstrate the calibre of events we can put on when retailer, media partner and publisher join forces to deliver for the gamer. We can’t wait to see the partnership come to life at our upcoming events next month – which will be the first of many.”

Ian Chambers, VP & Managing Director, International, IGN Entertainment, added:

“This is just the start of our partnership with GAME that will set the standard for how a media owner and retailer can collaborate to deliver impactful, community engagement. Gears of War: Judgment is eagerly anticipated by both our communities making it a perfect fit for this event.”


For further information please contact:

Will Guyatt, IGN Entertainment

T: 0203 077 4006 E:

Deborah Hitchcock, MHP Communications (for GAME)

T: 0203 128 8132

Sarah Frow, MHP Communications (for GAME)

T: 0203 128 8113 E:

About Gears of War: Judgment

Developed exclusively for Xbox 360 by Epic Games and People Can Fly, “Gears of War: Judgment” delivers a riveting campaign featuring new characters, weapons and enemies, and new multiplayer experiences. The “Gears of War” series is one of the most popular franchises in Xbox history, having sold more than 19 million games worldwide, and spawning New York Times-bestselling novels, toys, collectibles, graphic novels, and more. To learn more about “Gears of War: Judgment” and the “Gears of War” franchise, please visit:  “Gears of War: Judgment” will launch worldwide from 19 March 2013 (UK release 22 March).


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