Press Releases News

The place to play, experience and compete!

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Seven venues now open across the UK, with further roll-out planned in 2017

15 December 2016: GAME today unveiled BELONG™ – a celebration of gaming experiences where competition reigns, friendships are born, deep gaming rivalries are forged and communities of gamers built. Through BELONG a collective love for gaming isn’t simply embraced, it is enhanced in physical zones and across the digital universe.

BELONG™ is a new leisure experience bringing video-gaming to high streets, shopping centres and communities nationwide. It will provide dedicated space for the nation’s 19 million gamers to play with friends, compete in tournaments, enjoy gaming nights, celebrate new games and technology launches and share video-game themed events and experiences.

GAME has announced seven BELONG zones today, headlined by a brand new experience in London’s Soho at GAME Wardour Street. BELONG zones can also be found at the Intu shopping centre, Milton Keynes and at existing GAME stores in Bristol Cribb’s Causeway, Hull Prospect Centre, Portsmouth, Gateshead Metrocentre and Manchester’s Trafford Centre. More BELONG venues will open within GAME stores over the coming months with the locations to be revealed in 2017.
Whether it is the most played esport games or the most loved creative gaming experiences, every type of game for every type of gamer will be made available through BELONG. Alongside GAME’s extensive videogames retail offering, BELONG provides a physical location to enhance gaming experiences playing with friends, anywhere, anytime.

Martyn Gibbs, CEO of GAME Digital plc said:
“Gaming is more fun with friends, whether that is face to face or online and that is what BELONG is all about. Almost half the population plays video games and three million of us compete online, and a key part of our strategy is to expand into this fast-growing world of esports. Our ambition has been to bring some of the best elements of Multiplay’s Insomnia festival, where competition reigns across multiple games into our stores and from the four Belong zones that have launched since July we have amassed thousands of hours of gameplay with 20% of players being new to GAME. Our GAME community and BELONG is now at the heart of this strategy as we seek to combine multichannel retail, events and esports.”

Alongside casual gaming and virtual reality booths, BELONG provides professional quality gaming facilities for the UK’s three million esports enthusiasts to gather and play competitively. The move aims to tap into the growing esports scene which is worth nearly £1 billion globally and is predicted to swell to 8 million regular participants in the UK by 2019.
Each store features a dedicated area with up to 25 high specification PC gaming rigs, plus a host of consoles installed with some of the most popular game titles which will be constantly reviewed based on the local community engagement. Space in the gaming zones is available to book in advance, as well as allowing gamers to drop in and play instantly. The stores will also feature GAME’s extensive videogames retail offering and an enhanced PC retail experience to ensure all gaming tastes are catered for

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For more information, please contact the GAME press office team on: or on 020 3814 4757.
About GAME Digital PLC
GAME Digital plc is a leading gaming company, providing an authoritative range of gaming and gaming lifestyle products and services to customers. GAME’s UK and Spanish retail businesses are the market leaders in those geographical areas, operating a total of 580 stores, a fully integrated omni-channel offer, and reaching more than 18 million consumers across its reward programmes. Through its esports and events activities the Group is delivering unparalleled consumer gaming experiences directly, and on behalf of third parties, including its flagship event, Insomnia, the UK’s largest gaming festival. Across its digital businesses the Group is pioneering the use of new technologies to reach gamers and business partners outside its main markets. This is effected through Ads Reality Limited, the Group’s visual recognition and augmented reality business and Multiplay, its specialist game server hosting business. For more information please visit, or


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7th November 2016 – GAME Digital Plc today announced Multiplay has secured the license to run the biggest LEGO® fan event in the UK: BRICKLIVE.  BRICKLIVE successfully hosted its fourth annual event last weekend (27-30 October) at the Birmingham NEC, with record attendance of LEGO fans of all ages.

The new partnership signals an ambition to expand BRICKLIVE into a series of events for 2017 and beyond.  Instead of one, there will be four BRICKLIVE events hosted in 2017 in London, Birmingham, Scotland and N.Ireland, all delivered by Multiplay.

Multiplay has been delivering world class events for two decades with its Insomnia Gaming Festival now the biggest in the UK.  It has also been producing MineCon, the world’s biggest Minecraft video game convention, for hosts Mojang since 2012, with 12,000 fans attending the latest event in California in September 2016.

Andy Smith, Director of Events at Multiplay, commented: “We’re hugely excited to be partnering with BRICKLIVE from next year to build on the success of the events so far. We’ve demonstrated our expertise in running large-scale events around the world and we understand what is needed to engage a huge community of fans, because we are part of that community. The team continues to increase engagement and interaction at our events, employ the latest technologies and create unforgettable experiences.  With many synergies between LEGO and video gaming, there are exciting things to come.”

‎Clive Nørgaard Morton, Founder of BRICKLIVE, said: “We want to take BRICKLIVE to the next level and Multiplay is the right partner to help us do that. The team has not only run events at the biggest venues in the UK, but also globally.  We want to focus on creating the best event for LEGO fans and continue to celebrate building with our favourite bricks! We’ll be announcing more details soon.”

BRICKLIVE – Built for LEGO Fans offers fans a range of interactive creative entertainment including a live stage show with special guests, massive Brick Pits with over 3million LEGO bricks, live build demonstrations, LEGO fan content huge installations and LEGO video games with Warner Bros


Announcing: EA SPORTS FIFA 17 at Insomnia58

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Back of the net! Insomnia58 first place UK gamers can play EA SPORTS FIFA 17

Leading football franchise FIFA brings latest installment to Insomnia58 for ‘first play’

London, United Kingdom – July 29, 2016 – Multiplay, the company behind Insomnia58, the UK’s largest gaming festival, reveals today that the festival will be the first place for UK football fans to play EA’s annual iteration of the award winning FIFA series.

FIFA 17 this year introduces some truly game changing features to the beloved football series, with an all-new single-player campaign called The Journey, offering the players the chance to step into the boots of Alex Hunter, a rising star in the Premier League. The brand new mode will feature RPG elements complete with dialogue wheels and branching storylines, with the player controlling Alex’s life both on and off the pitch.

Due for release 29 September, for the first time the series will be powered by Frostbite, one of the industries’ leading game engines. With Frostbite, FIFA 17 will deliver authentic, true-to-life action, taking players to new football worlds while introducing fans to characters, players and managers full of depth and emotion.

Alongside this year’s new mode The Journey, FIFA 17 will return with the fan favorite Ultimate Team mode alongside with a full expansion of career and online modes. There has been a complete overhaul in the way players think and move on the pitch, physically interacting with opponents and executing attacks, while set pieces have also been revamped giving the player even more control.

Craig Fletcher, CEO and Founder of Multiplay said: “The FIFA franchise is one of the biggest annual releases in gaming, so we’re really excited to partner up with EA SPORTS to bring the latest iteration to Insomnia58. This year we’re looking to bring the latest triple-A titles to our fans at the festival and with the likes of FIFA 17, we are fully delivering on that goal.”

James Salmon, Senior Product Marketing Manager for EA SPORTS FIFA in the UK said: “FIFA 17 will truly revamp the series with the introduction of the Frostbite Engine, the same engine behind the likes of the Battlefield series and the upcoming Mass Effect: Andromeda, so we’re really looking forward to fans from all over the world getting their hands on this year’s edition. The UK is obviously a huge market for the FIFA series and so we are delighted, through Insomnia58, to be able to offer UK players the first chance to come and try out the latest installment.”

Insomnia58 will be taking place at The NEC, Birmingham, 26-29 August, 2016 and are available online from £30 at

Titanfall 2 – Press Release

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Multiplay to host Titanfall 2

Revolutionary multi-Cloud platform to enrich multiplayer experience as Titanfall 2 goes cross platform.

London, United Kingdom – July 26th, 2016: GAME Digital plc today announce that Respawn Entertainment has partnered with Multiplay to host Titanfall 2.

The business partnership is a significant win for Multiplay, a wholly owned subsidiary of GAME Digital, which impressed Respawn with both their deep understanding of game server hosting plus their auto-scaling hybrid-cloud technology. The Multiplay Game Services platform is integrated with a global network of dedicated server providers as well as major Cloud providers such as Google Compute Platform, Microsoft Azure and Amazon Web Services.

This flexible platform will enable Titanfall 2 to utilise a far-reaching array of hosting technologies across the globe. Players will be well served with a powerful base-layer of dedicated servers, minimal latency and maximum capacity through Multiplay’s cloud-bursting tech.


Paul Manuel, Director Digital Business for Multiplay commented:

“Titanfall 2 is a significant win for our enterprise hosting division, and we are delighted to be working with the talented team at Respawn. We share their passion for innovation and our team at Multiplay are constantly pushing the boundaries of what can be achieved within game server hosting. Our platform combines high-power dedicated servers across the globe with the additional capability of automatically bursting into the leading cloud providers. This provides un-paralleled flexibility and fault tolerance that’s simply not achievable through a single Cloud provider.”

Jon Shiring, Lead Programmer for Respawn Entertainment commented:

“The Titanfall 2 launch is going to be bigger and better than the last game and what’s really important to me is that the game just works. We wanted to make sure we had an insane amount of scalability and reliability, so we partnered with Multiplay because they have a great deal of expertise in game server hosting and a very clever auto-scaling product that can abstract away different cloud environments that lets us focus on making games.  We have been working closely with Multiplay to ensure we utilize multiple clouds as well as bare metal servers in every region our game will be on sale. Giving us more flexibility, more local datacenters, endless scalability, and the highest reliability will result in the best service we can offer to millions of players.”


Multiplay Digital Services will deploy multiple Cloud providers and Bare Metal Server data centre locations in each region, designed to protect gamers from gameplay interruptions and to get them back online within minutes if an outage were to occur.

Titanfall 2 is a highly-anticipated first person shooter and is set to build on the foundation Respawn established with the first Titanfall – fast, fluid, and fun gameplay between pilots and titans, to once again innovate and elevate the shooter genre.

Players will be able to experience Multiplay Digital Services’ revolutionary multi-cloud platform when Titanfall 2 releases on October 28th this year.

GAME Digital appoints key executives at Multiplay

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• Senior management team strengthened
• Andy Smith joins as Director of The Insomnia Gaming Festival
• Paul Manuel appointed Director of Digital at Multiplay
• Multiplay focused on driving continued growth across digital, events and esports

GAME Digital plc (“GAME Digital” or “the Group”) is today pleased to announce the strengthening of the senior management team at Multiplay with the appointments of Andy Smith as Director of The Insomnia Gaming Festival, and Paul Manuel as Director of Digital. Multiplay, a wholly-owned subsidiary of GAME Digital following its acquisition in March 2015, is the organiser of the UK’s largest gaming events and a fast growing provider of digital services to the games industry.

Andy and Paul will report to Founder and CEO of Multiplay, Craig Fletcher, and COO of Multiplay, Stewart Fletcher.

Craig Fletcher, Founder and CEO of Multiplay, said: “As our business continues to grow, so does our quality and rapid recruitment of investing in the best talent to support our digital, eSports and event strategies. Our commitment to delivering the biggest events, and market leading digital middleware is matched only by our ambition. Paul and Andrew are significant appointments, and we’re thrilled to have them join our senior team at this truly exciting time.”

Andy Smith joins with major experience in events, having recently spearheaded the sales and management of conferences, events, catering, hotels and match day experiences for Ricoh Arena. He also previously served as General Manager for FTSE 100 listed company Compass Group, with a remit to manage sales, conferences, events and catering for Leicester City FC, Edgbaston County Cricket Club and Sheffield United.

Andy joins with a remit to grow Multiplay’s Insomnia events in the UK and internationally.

As Director of Digital Business, Paul Manuel will oversee the continued growth of its enterprise and consumer hosting division, powered by ClanForge®, providing state of the art server management tools to empower both gamers and publishers.

Paul joins following a period as Consultant Program Manager for PEER 1 hosting, where he launched new toolsets using cloud based offerings and oversaw the migration of over 600 clients to more efficient solutions. Paul was also previously the Managing Director of Clickfire, a successful digital content management and web design agency.

Tasked with expanding the digital business globally, Paul brings passion and knowledge to an already growing area of the Multiplay business, and will focus his efforts on delivering market-leading consumer and enterprise solutions to customers and clients worldwide.


About Multiplay

Founded in 1997, Multiplay is a gaming services company specialising in online hosting, events management, esports and more. Multiplay is passionate about gaming and providing unparalleled experiences to gamers across the globe – from state of the art consumer and enterprise hosting, powered by Clanforge®, to the event production of major third party events, including MineCon 2015, to the running of the Insomnia Gaming Festival, the UK’s largest games event incorporating LAN gaming areas, eSports tournaments an exhibition hall and more. GAME Digital acquired Multiplay in March 2015.

For more information, please visit

About GAME Digital PLC

Listed on the London Stock Exchange in June 2014 and comprising three divisions: Retail, Events and esports and Digital Solutions, GAME Digital plc is dedicated to delivering for the gaming communities of the UK, Spain and beyond by providing more ways for gamers to enjoy more games, more often. GAME’s UK and Spanish retail businesses are the market leaders in each country, operating a total of nearly 600 stores across the two countries, a fully integrated omni-channel offer including the multi-award winning GAME App, and a reach of more than 17 million customers across its Reward programmes. Through GAME’s Digital Solutions division, GAME is pioneering the use of new technologies to reach gamers and business partners outside its main markets. GAME’s Events and esports business, delivers unparalleled gaming events and experiences directly and on behalf of third parties, including its flagship consumer event, Insomnia, the UK’s largest gaming festival. For more information, please visit

Insomnia55 welcomes the stars of YouTube and Twitch

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The Yogscast, The Sidemen, Syndicate and Ali-A among myriad of online gaming superstars appearing at Ricoh Arena this coming August

London, United Kingdom – June 10, 2015 – Multiplay, organiser of the UK’s largest and rapidly growing gaming festival Insomnia, is delighted to announce the initial line-up of its upcoming Insomnia55 festival taking place August 28-31 at the Ricoh Arena, Coventry.

With billions of views and tens of millions of subscribers, The Yogscast group will be heading to the UK’s home of esports and gaming culture, Insomnia55. Well-known names from the crew such as Lewis, Sjin, Duncan, Sips, Hannah, Martyn, Hat Films and Turps will be sharing some of their unique insight into gaming culture across the event’s three live days.

Hugely popular online content creators including Syndicate and The Diamond Minecraft return after attending previous Insomnia festivals, while first-person shooter enthusiast Ali-A attends for the first time this year. Also returning are The Sidemen featuring KSI, W2S, Vikkstar123, Behzinga, Zerkaa, Miniminter and TBJZL, bringing their unique sense of gaming-focused humour to the event. With Kwebbelkop, Slogoman, The Gaming Lemon and Jelly also attending, Insomnia55 will be the only place to see your favourite stars, and with plenty of guests still to be announced, now is the perfect time to book your place at the UK’s biggest gaming festival.

At Insomnia55 there will be more live ‘Lets Play’s, more exhibition booth gaming, and more interactive gaming content than any Insomnia event to-date. Other regular returning features include the 24hr BYOC (Bring Your Own Computer / Console) LAN areas, the Minecraft zone, Panel Talks, the Indie Zone, the Retro Zone, the Tabletop Gaming Zone, and the burgeoning Retail zone.

“We are thrilled to have so many online stars attending Insomnia55. Ever since introducing this aspect of the show we have seen thousands of young gamers discover their passion for live gaming events, and it is a very rewarding experience being able to bring creators and fans together in our weekend-long live festival experience,” said Craig Fletcher, Founder and CEO of Multiplay. He continued, “We pride ourselves on delivering more content, more personalities, more showcases and more esports tournaments than anyone across Europe, and Insomnia55 is no exception.”

“Attending Insomnia as a Special Guest is an amazing experience. Multiplay are incredibly accommodating and good to work with, and the opportunity to see thousands of fans in a festival environment is something you just can’t get anywhere else in the UK,” said Harry “Wroetoshaw” Lewis, member of The Sidemen. “This is my third time attending Insomnia with the rest of the Sidemen crew and we always have a great time, and can’t wait to show all our fans what we’ve got in store for Insomnia55.”

Insomnia55 takes place at the Ricoh Arena over Summer Bank Holiday weekend, Friday, August 28th to Monday, August 31st 2015. Tickets are currently on-sale and are available via

For more information, please visit the Insomnia Gaming Festival website

Insomnia54 wraps as UK’s biggest gaming festival, laying groundwork for even bigger Summer event

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London, UK – Multiplay, organiser of the Insomnia Gaming Festival, is pleased to announce that its first event of 2015 Insomnia54 was also its biggest ever with a footfall of over 30,000 across the weekend.

Continuing its incredible growth, Insomnia54 saw the introduction of new areas including a dedicated Esports Stage, and Broadcast Studio, complimenting the huge Main Stage which saw packed live shows featuring globally popular Special Guests from the worlds of YouTube and Twitch. Insomnia54 welcomed brand new exhibitors into its thriving Exhibition Hall such as Sony XDev plus returning exhibitors featuring brand new games such as Jagex’s Chronicle: RuneScape Legends, WB Games’ Mortal Kombat X and Stainless Games’ Carmageddon: Reincarnation. With more Special Guests than ever before, Insomnia once again featured a broad range of activities from across the realms of modern gaming culture providing a unique live gaming experience for fans of all ages and backgrounds.  This was all made possible thanks to the support of Event Sponsors GAME, SCAN & Logitech G.

The post-event coverage of Insomnia also experienced an unprecedented amount of growth, with over 11m combined YouTube views for videos relating to the event and over 2m views of photographs uploaded to the official Flickr account. The event is also set to feature in a segment on BBC’s The One Show, a digital segment for BT Sport, and a series of short online films produced by Channel 4.

Multiplay MD Craig Fletcher said: “Insomnia continues to go from strength-to-strength, with Insomnia54 breaking our previous records for our long-running festival. ” He continued, “We are delighted to have curated such an incredible community unlike anything else in the country, and the plans have already started for Insomnia55 this Summer, set to be a truly unmissable show.”

Tickets for Insomnia55, taking place at Coventry’s Ricoh Arena on August 28th-31st are on-sale now, and available via This summer’s event will bring even more exclusive content than any Insomnia festival to-date, with huge esports tournaments across a variety of popular titles plus popular returning features from previous events.

To talk to a member of our team about how your business or brand can get involved at Insomnia, please get in touch:

Insomnia54 sells out as tens of thousands head to the UK’s biggest gaming festival

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Gaming fans of all ages gather for the first of three 2015 events

London, UK – 01/04/15 – Multiplay, organiser of the UK’s biggest gaming festivals, is delighted to announce that Insomnia54 has sold out, and will be attended by more fans than ever before when the show opens April 3rd at the Ricoh Arena in Coventry.

With support from exhibitors and sponsors, i54 promises the best in entertainment that fans have come to know and love, but still delivers new zones and introduces brand new content to tens of thousands of attendees over the bank Holiday weekend.

For the first time, Sony xdev joins Jagex, Warner Bros, Team17 and many other publishers showing the latest games in the exhibition zone, while indie developers will be highlighted on the Expo stage. Attendees will be able to preview and play upcoming titles such as Carmageddon: Reincarnation, Dark Nexus Arena, Chronicle: RuneScape Legends, LittleBigPlanet 3 and many more.

Insomnia54 also features a huge roster of content creators from the worlds of YouTube and Twitch. Famous faces this event include Syndicate of TheSyndicateProject, Omgitsfirefox, Jericho, The Diamond Minecart, The Sidemen including KSI, Calfreezy, Jo Weller, and many more starring in live shows, Q&A sessions, Meet & Greet sessions and more across all three live days.

Multiplay MD Craig Fletcher said: “The first show of the year is always my favourite, because it’s our first chance to see old friends and meet new members of the community.” He continued, “2015 is going to be a massive year for Insomnia festivals, and we intend to kick it off with a bang on April 3rd.”

GAME joins forces with Multiplay to create bigger, better gaming experiences

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GAME, the UK’s leading video games retailer, has today announced the acquisition of Multiplay, the community-based games company focused on live events, online gaming services and eSports.

GAME’s partnership with Multiplay will create a unique platform to significantly expand and enhance its community-events and eSports programme, supporting GAME’s ongoing mission to build the most valuable community of gamers.

The partnership will build on the successful programme of community events and engagement activities already provided by GAME, offering unparalleled retail experiences for customers. Last year alone, over 4,000 gamers participated at one of GAME’s 280 lock-ins, whilst over 150,000 attended more than 3,000 midnight launches held across the country, allowing us to meet, engage and reward the gaming community.

In 2014, Multiplay’s leading consumer event, Insomnia, saw visitor numbers rise 60% with more than 67,000 people attending in person, 1.4 million logging on to the official Insomnia website and more than 45 million interactions across Twitch, YouTube and Flickr. Now in its third year at Insomnia, GAME will continue to have a retail presence at the expo and this year will see an even bigger and better showcase for the company.

Martyn Gibbs, Chief Executive of GAME Digital, said:

“Like Multiplay, we put our communities at the heart of our business. Together we will be able to move even faster to grow and develop our services for both gamers and suppliers in the UK, Spain and around the world.

“With our combined passion and expertise, we are looking forward to delivering more, bigger and better experiences for our communities and are excited for what the future holds.”


For further information please contact:
GAME Team at MHP Communications
T: 0203 128 8100 E:

About GAME
GAME is the UK and Spain’s leading specialist of video games and gaming-related products.  GAME is committed to delivering for gaming communities in-store, online, on mobile, as well as through its award- winning App.  GAME now has over 17 million reward card holders in the UK and Spain. With a market-leading reward proposition, incredible exclusive content and great deals, GAME is the number one destination for gaming needs.  For more information,  or

About Multiplay
Founded in 1997, Multiplay is a community-based games company focusing on gaming events, including Insomnia, its flagship consumer event, eSports and online multiplayer gaming services. Multiplay was one of the early pioneers of eSports tournaments in the UK, and currently runs some of the biggest tournaments in the UK for a wide range of games, including Starcraft, Counter-Strike: Global Offensive, League of Legends, DOTA 2 and others.

Held tri-annually, the Insomnia gaming festivals are the largest events of their kind in the UK.

For more information, visit: or

Multiplay & Jagex team up for Special Effect

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London, UK – 09/02/15 – Multiplay is delighted to announce its involvement with GameBlast15, and the opportunity of collaborating with Jagex to broadcast live from the studio’s brand new streaming suite on February 20th, 2015.

Following GameBlast14’s success, where £70,000 was raised over a single marathon weekend, Multiplay and Jagex hope to, once again, drive awareness for Special Effect’s mission to devise technological solutions for gamers with physical disabilities.

Co-hosting GameBlast15 from Jagex’s custom built livestreaming studio in Cambridge, Multiplay will be presenting a huge array of games, physical challenges, interviews and more, in the hopes of hitting a target of £100,000 raised over the weekend.

Steve Wilson, head of creative & broadcast, Multiplay said, “SpecialEffect has been a cause close to our hearts at Multiplay, and as our official charity, we’ll do everything we can to raise its profile and support its events.” He continued, “I’m personally honoured to be involved, and everyone at Multiplay is thrilled to be working closely with Jagex to help SpecialEffect achieve its ambitions for 2015.”

Jane Ryan, event director, Jagex added, “Having Multiplay on board not only helps us amplify the SpecialEffect message, it also doubles the fun. We had a fantastic time with last year’s event and we’ve got a fresh stack of community focused activities that should raise a few smiles, as well as some money for a very worthy cause.”

GameBlast15 is an online event where anyone can get involved to raise awareness of SpecialEffect and the great work it does. To learn more about GameBlast15 and SpecialEffect, please visit the official website: