Electronic Arts has become the latest publisher to confirm its participation in the Game Stars Live consumer show which is set to be held in London's ExCeL venue at the start of September.
The giant publisher will be showcasing many of its Christmas 2004 titles at the five-day event, offering the public a first chance to play many upcoming games along with a full range of existing titles.
As well as its presence at Game Stars Live, EA will also be taking a presence at the European Games Network (EGN) trade event, which takes place in an adjoining hall of the ExCeL facility in London's Docklands.
EA is the largest company so far to commit to the Game Stars Live and EGN events, which are being organised by London EventCo and backed by publisher trade body ELSPA. The events clash with the long-running ECTS trade show on the other side of the city, but ECTS - which is organised by CMP - has yet to announce its line-up of attending companies.
So far, none of the three primary platform holders - Sony, Microsoft and Nintendo - have announced their intentions as regards September's shows in London.
"We believe that Game Stars Live can provide the industry with a strong platform to continue our goal of driving and increasing consumer uptake and acceptance of gaming as a major entertainment pastime," enthused EA's VP and managing director of Northern Region, Paul Jackson.
"We are confident that with the backing and support of several major media partners and also the right levels of consumer marketing, Game Stars can become a regular and successful showcase in the entertainment calendar."