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British Esports Association, West Ham and GAME team up for activity week

Organisations aim to promote both physical sports and competitive video games this October half-term

The British Esports Association is launching an activity week that aims to connect professional gaming with real-world activities.

The not-for-profit organisation is running a one-week pilot with the help of the West Ham United Foundation, retailer GAME, London Sport and Archery GB.

It will offer a variety of sessions that range from physical sports like football and archery to esports like Rocket League. The aim is to promote the athletic activities to avid gamers, while also highlighting the benefits of competitive gaming when played in moderation.

Aimed at 14 to 19-year-old teenagers, the event will take place at the West Ham United Foundation in London during the October half-term (Monday 22nd to Friday 26th).

GAME is providing staff, games and equipment for the Rocket League sessions, while Archery GB will (of course) provide the archery equipment. London Sport will provide funding as part of its efforts to make the UK capital the world's "most active city."

If the pilot proves to be popular, the British Esports Association has said it plans to create two satellite clubs that would run similar activities for 30 weeks, starting in January 2019.

The Association's chairperson Andy Payne said: "Physical sports and esports share many traits, from teamwork to competitiveness and the entertainment factor for spectators, who want to watch the best in their field compete. As part of our mission to Promote, Improve, Inspire and to increase the awareness of esports and its benefits, this new activity day will showcase exactly what esports is all about and demonstrate it's not actually that different from traditional sports.

"This will hopefully help remove the stigma some have around esports as a credible activity and show the public the viability of esports, the high level of skill it demands and the career paths it offers."

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James Batchelor avatar
James Batchelor: James is Editor-in-Chief at, and has been a B2B journalist since 2006. He is author of The Best Non-Violent Video Games
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