Ubisoft's Far Cry 3 is the latest name to back this year's Games Media Awards.
The first person shooter will welcome guests in the reception area at the super chic Vinpolis, Bankside.
The Games Media Awards honour the best writers in the business.
"We strongly value our close partnerships with the UK media and we have a huge amount of respect for their professionalism," said Lidia Rumley, Head of UK Corporate Strategy & Media Relations.
"So we are very proud to be a sponsor of the Games Media Awards and we wish all the finalists lots of luck in their nominated categories. Looking forward to a cracking night celebrating great games journalism!"
This year's Games Media Awards ceremony takes place on October 18th, hosted by Russell Kane.
A handful of trade tickets are available for PR and marketing execs - contact Kathryn.Humphrey@intentmedia.co.uk to book your place
Other new partners includes Trion's Defiance, which has signed up as the pre-Drinks Party host, Square Enix's Hitman: Absolution, which will get the drinks flowing at the After Show Party, while Nordic Games' We Sing 80s will cap the night off with the rockaoke.
Finally, NCsoft join Xbox 360, Need for Speed: Most Wanted, Nintendo, PlayStation and Metal Gear Rising: Revengeance as a gold partner.
Other GMA partners include Gamescom and Indigo Pearl, who are event partners. Green Man Gaming has backed the Top Tweeter category, Precise is supporting the Coverage by a Mainstream Website award, Sega is the sponsor of Games Writer of the Year, OnLive is on board for Games Website and THQ is backing Games Blog.