A new videogame consumer show is set to take place in the U.K later this year. Run by U.K. retailer GAME, GameFest will take place at the Birmingham NEC on September 16-18.

“We promise this is not a money spinning venture,” said GAME MD Martin Gibbs at the BAFTA awards last night. Gibbs also said that tickets would be allocated to GAME Reward Card customers as a priority.

Details of the event, including how to obtain tickets, will be released in the coming weeks.