Showmasters specialises in comic conventions and pop culture events across the UK and Europe, and will be running ten such events across the UK this year, including its biggest show, London Film & Comic Con, which takes place on 11-13 July, headlined by comic legend Stan Lee.
The deal will enable Showmasters and Replay Events to grow the Play-branded events, as well as create additional gaming content for shows such as the London, Cardiff, Newcastle and recently announced Sheffield Film & Comic Cons, in addition to the Collectormania events, which take place in Milton Keynes and Glasgow.
The partnership will also see both parties working together to stage new events across the UK over the forthcoming years.
The deal has already seen Replay Events, organisers of the Classic Gaming Championships, bring the gaming zone to life at last month’s Cardiff Film & Comic Con. The event attracted thousands of visitors to the dedicated area.
Jason Joiner, owner of Showmasters, said: "This is a fantastic opportunity to bring more gaming into our line-up of events. It's a very natural addition to our already strong portfolio of shows and we know this can only be a good thing for all fans of video games."
Andy Brown, director at Replay Events, added that to join forces with Showmasters was a natural progression. "It will ensure that Play-branded events can continue to grow and gain even more exposure. Furthermore, we will now be able to bring our gaming experience to Showmasters’ events, so it's a perfect combination."
Comment bellow to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.