Video game publisher EA might be facing hard times, but that didn’t prevent it creating a huge splash last weekend at the London Games Festival when the company took over most of the city’s landmark Trafalgar Square for its “Be the One” event. It erected what’s believed to be one of the largest temporary structures ever seen in the tourist attraction to promote its latest titles, including Fifa 09 and Command & Conquer: Red Alert 3, along with performances from pop stars.
It’s estimated that the event drew 70,000 people between October 30 and November 2, according to the BBC, and at the Red Alert launch party users could preview the game before it went on sale at midnight last Friday.
London Mayor Boris Johnson said:
"I’m delighted that the London Games Festival is back in our city for its third year. It demonstrates the creativity and range of the gaming industry.”
"With events across the capital, the festival has something for everyone and illustrates the popularity of this thriving form of entertainment.”
"I am pleased to see EA’s Be the One event is returning to Trafalgar Square. It was an undoubted highlight of last year’s festival."