The UK's largest gaming LAN and industry exhibition kicks off on August 10th and runs until August 13th at Newbury Racecourse in Berkshire. This year's event is sponsored by Samsung and will offer 1,500 spaces for competitors and boast 1,200 square metres of interactive exhibition space.

The Samsung World Cyber Games National Finals are being held at the event which compliments the big-name exhibitors and cash prize tournaments. Anyone can come along and play in the World Cyber Games and potentially be part of the UK team at the World Finals held in Seattle in October. When tournaments are not in progress, the PCs and XBOX360s on the Samsung World Cyber Games stand will be available for open play.

Industry leaders such as Asus, Packard Bell, Intel, Scan, Philips, Crucial, Antec and many more are all pulling the stops out and organising massive stands with games exclusives, prizes and hands-on demonstrations of new games and hardware technology.

"This is the largest and most interactive exhibition we have ever organised" said Craig Fletcher, Managing Director of Multiplay. "The BYOC gaming LAN is usually the biggest aspect of the event but at i31 the exhibition is giving it a run for its money! There's so much to do whether you're taking part as a BYOC participant or if you're just down for the day as a spectator - it's becoming more and more of a festival of gaming with each event we run."

Exclusive to i31 are special guests Activision who will be giving a live demonstration of the unreleased Enemy Territory: Quake Wars, THQ showcasing Frontlines: Fuel Of War and EA showing off Crysis. Also giving live talks are Vivendi with World in Conflict and UbiSoft with the development team behind Ghost Recon Advanced Warfighter.

To top it all off, Cheryl Cole and Sarah Harding from the hit pop band Girls Aloud will be joining in the World Cyber Games action, courtesy of Samsung. They will be playing some exhibition matches against some lucky winners and also crowning the UK's National Team for the World Cyber Games 2007 in the on-stage presentations.

To find out more about i31, the World Cyber Games and the i31 Interactive Exhibition visit the official event website at http://i31.multiplay.co.uk.