Festival Media Release News


– London Games Festival’s closing parade set for City of London

– Event takes place on 8 April covering iconic City locations

– Key event for Festival which takes place 30 March to 9 April

Iconic games characters and mascots will take to City of London streets on 8 April in the London Games Festival’s closing parade.

The London Games Festival Games Character Parade, open to cosplayers but also including official games characters and mascots, will be the closing event of the eleven-day Festival of video games and interactive entertainment across the capital.

The 8 April event covers a route starting with Guildhall Yard, a parade down Cheapside and then activity through Festival Gardens and up to the iconic steps of St Pauls – before a ‘catwalk’ showcase of the cosplayers and characters in Paternoster Square.

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For more details and information on how to attend, head to www.games.london/parade.

Cosplay (aka ‘costume play’) is a pop culture phenomenon that mixes fashion and fandom, with dedicated and skilled fans of movies, TV, games and an anime creating accurate and eye-catching costumes in tribute to their favourite characters.

The London Games Festival Games Character Parade will focus solely on characters and icons from video games, potentially making it the biggest gathering of its type in the UK. Hundreds are expected to attend as part of the parade or as spectators along the route or at Paternoster Square.

London Games Festival runs from 30 March to 9 April and is organised by Games London, a partnership between the capital’s screen industries agency Film London and games trade body Ukie, supported by the Mayor of London’s London Economic Action Partnership (LEAP).

The Parade is organised by Games London and supported by the City of London Corporation. The Parade is free to attend but those wishing to participate are required to register in advance at www.games.london/parade.

The London Games Festival Character Parade is just one of 40+ cultural or B2B events across 30 venues during 30 March to 9 April. London Games Festival is responsible for a series of thought-provoking summits and conferences, plus the Games Finance Market welcoming financiers with over £200m to spend on games investors. Other highlights include EGX Rezzed (30 March to 1 April), the unique music concert Dear Esther Live (April 1) and the BAFTA Games Awards (6 April), plus Now Play This at Somerset House (7 April to 9 April).

More information and details on how to buy tickets can be found here. Follow @londongamesfest on Twitter or Instagram for more updates.


For further press information, please contact:

Caroline Miller, Indigo Pearl
T: 0208 964 4545
E: caroline@indigopearl.com

Alex Deller, Film London
T: 020 7613 7682
M: 07787 254 250
E: alex.deller@filmlondon.org.uk

Sophie Densham, Ukie
T: 0208 534 0590
E: sophie@ukie.org.uk

About Games London
Games London is a groundbreaking new programme delivered by Film London, the capital’s screen industries agency, and UK games industry trade body Ukie. The project is backed by the Mayor of London with funding worth £1.2m from the London Enterprise Panel. Over three years Games London will work on a number of initiatives to make London the games capital of the world. It re-established the London Games Festival in April 2016 with nearly 40,000 visitors joining to champion, promote and celebrate the culture and business of games. Other areas of activity include inbound and outbound trade missions and work connecting and supporting games development skills in London.

About Film London
Film London is the capital’s screen industries agency. We connect ideas, talent and finance to develop a pioneering creative culture in the city that delivers success in film, television, animation, games and beyond. We work to sustain, promote and develop London as a global content production hub, support the development of the city’s new and emerging filmmaking talent and invest in a diverse and rich film culture. Funded by the Mayor of London and the National Lottery through the BFI, we also receive support from Arts Council England, Creative Skillset and the Heritage Lottery Fund. Film London’s activities include:

• Maintaining, strengthening and promoting London’s position as world-class city to attract investment through film, television, animation and games
• Investing in local talent through a range of specialised production and training schemes
• Boosting employment and competitiveness in the capital’s screen industries by delivering internationally facing business development events
• Maximising access to the capital’s film culture by helping audiences discover film in all its diversity
• Promoting London through screen tourism Film London also manages the British Film Commission (www.britishfilmcommission.org.uk) through a public/private partnership which is funded by the Department for Culture, Media and Sport through the BFI, and the Department for International Trade. www.filmlondon.org.uk @Film_London

About Ukie

The Association for United Kingdom Interactive Entertainment (Ukie) is committed to supporting, growing and promoting the UK’s games and interactive entertainment sector through education, advocacy and practical support. Its network and membership includes all major UK and global games publishers, the best of the UK’s development talent – from start-ups and micro studios to globally renowned studios operating in the UK today, and the service companies that support the ecosystem. We represent these businesses and their products across PCs, consoles, mobile apps, Virtual Reality, Augmented Reality, and eSports. Ukie’s activity focuses on:

• Working closely with government on issues surrounding our sector, including lobbying successfully for the 2014 Video Games Tax Relief, education and skills, age ratings, and protecting intellectual property rights
• Securing the talent pipeline by committing to skills development in the industry, continuing through careers via the Digital Schoolhouse programme, our student membership, mentoring and professional development training programmes.
• Promoting the industry by working with the media to raise awareness of the industry’s positive economic contribution and the societal benefits of games to policy makers, regulators and consumers.
• An intense International Trade programme, running UK stands at the biggest international industry events and recruiting companies for overseas trade missions
• Ukie commissioned the Blueprint for Growth report in 2015, an independent review of the UK games industry with recommendations for decision makers in Parliament for how the industry can grow by an additional £1bn annually. Ukie.org.uk


About the City of London Corporation:
The City of London Corporation is a uniquely diverse organisation. It supports and promotes the City as a world leader in international finance and business services and provides local services and policing for those working in, living in, and visiting the Square Mile. It also provides valued services to London and the nation. These include the Barbican Centre, Barbican Music Library, Guildhall School of Music & Drama, Guildhall Library, Guildhall Art Gallery and Roman Amphitheatre, London Metropolitan Archives, a range of education provision (including three City Academies); five Thames bridges (including Tower Bridge and Millennium Bridge), Central Criminal Court at Old Bailey, over 10,000 acres of open spaces (including Hampstead Heath and Epping Forest), and three wholesale food markets. The City of London Corporation is London’s Port Health Authority and also runs the Animal Reception Centre at Heathrow. For more details, visit www.cityoflondon.gov.uk

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