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Global expansion for Insomnia Gaming Festival

GAME announces multi-year partnership to bring festival to Middle East, South America, and Australia

GAME Esports and Events -- formerly known as Multiplay -- has announced it will be taking the Insomnia Gaming Festival global.

Insomnia has this week confirmed a multi-year agreement with The Global Event Management Group and BME Global to bring the festival to new locations, including Egypt, Dubai, Saudi Arabia, South America, and Australia.

Established over 20 years ago in the UK, Insomnia now attracts 70,000 consumers per event; it has since partnered with Activision to bring the Call of Duty World League to the UK.

"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," said Martyn Gibbs, CEO of GAME.

James Magee, CEO of Global Event Management 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."

The first International Insomnia event will take place in Cairo in October 2018 and will feature all gaming from casual to highly competitive; it will be followed by a similar event in Dubai next year.

Meanwhile, Insomnia63 will be held in the Birmingham NEC between August 24th and 27th.

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Ivy Taylor avatar

Ivy Taylor


Ivy joined GamesIndustry.biz in 2017 having previously worked as a regional journalist, and a political campaigns manager before that. They are also one of the UK's foremost Sonic the Hedgehog apologists.