Sleepless in Cairo

GAME Esports and Events has announced the global expansion of its Insomnia Gaming Festival, with events planned for Egypt, Dubai, Saudi Arabia, South America and Australia.

This comes as part of a multi-year agreement with The Global Event Management Group and BME Global.

GAME Esports and Events was previously known as Multiplay, before that name was sold alongside the Multiplay branded server business to Unity in November 2017.

Insomnia, which started life 20 years ago as a mammoth LAN event, now attracts roughly 70,000 consumers per event, which currently takes place in the Birmingham NEC Arena.

Martyn Gibbs, the CEO of GAME, said in a press release: "Video games and esports are now a truly global form of entertainment and it seems fitting that we can share our passion for games on a global basis through Insomnia Event series."

The first Insomnia event to be held as part of this partnership will take place in Cairo in October 2018, featuring competitive and casual gaming all wrapped into one event. Next year will see a similar event in Dubai. Meanwhile, Insomnia63, the… 63rd Insomnia event, will take place at the Birmingham NEC between August 24th and August 27th.

James Magee, the CEO of Global Event Management, based in Dubai, added: "We have been watching the incredible growth in awareness of esports and gaming in the Middle East for some time, and as a consumer events company were really keen to enter the market; the team at GAME have given us outstanding insight into the sector as well as solid practical support in planning our Insomnia event."

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