'Stars' name dropped over youth links

London EventCo has renamed its Game Stars Live computer games event, as Game Zone Live.

"Focus groups discovered that the term 'Stars' had strong links with youth and we aim to attract both a younger and older audience this year," show director Kirsty Adams said. "Game Stars Live was also licensed to ITV and by changing the name we are able to work with other broadcasters such as MTV and Channel 4."

Game Zone Live, which incorporates the European Games Network (EGN) trade show, will take place at Excel 1-4 September. The European Developers' Forum, which ran with last year's EGN, is cancelled.

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