First Omega Sektor opens in UK

The UK's first Omega Sektor opens its doors today in Birmingham, following a successful launch event last night attended by media, publishers, hardware manufacturers and consumers.

The venue hosts over 400 custom-built gaming PCs within 22,000 square foot. Spread over two floors, the centre also features an internet cafe, movie area and room dedicated to Xbox 360 gaming.

Sponsors Activision, THQ and Square Enix all have their own dedicated gaming areas, with a host of high-spec gaming PCs running the likes of Call of Duty, S.T.A.L.K.E.R: Shadow of Chernobyl and Final Fantasy XI.

And with three big publishers on board, marketing boss Adrian Le Mans revealed to GamesIndustry.biz that more publishers are keen to sign up just as soon as they can be accommodated.

"Publisher are really passionate about this whole experience that we're delivering and there were more publishers and sponsors that wanted to be involved than we could actually service at this point," he said.

"The biggest problem is actually having enough space to fit them all in. We wanted to make sure that we had games that are different across the centre, and now we've got a bit of a queue of who we're going to work with after this.â

Although the business is new to the UK, the Birmingham venue is actually the twenty fifth Omega Sektor to open, and Le Mans is confident that a successful marketing campaign will help put the centre at the forefront of social gaming.

"We've got a huge marketing campaign that will work at every level. We're working on a PR and advertising level but really what this is about is getting people through the door and letting them play. That's the way to get the message across."

The company has two mobile Omega Sektors kitted out with PCs and ready to tour universities, festivals, concerts and city centres throughout the UK, while those visiting the centre today and tomorrow can take advantage of the games offering free of charge.

The centre will charge consumers a flat rate of GBP 5 for three hours, although Le Mans promises multiple promotional activities for the future to entice customers through the door.

And with Intel and Microsoft already on board, he's confident that the Sony and Nintendo will soon become part of the furniture.

"This centre is about everyone at every level, and that means clients as well as consumers. We will have all platforms available for everyone to play.

"It's about social gaming and interacting with other people. It's really about what the market wants and we'll deliver that," said Le Mans.