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Loading bar opens in London

Greg Lockley
Loading bar opens in London

Independent games bar Loading has opened the doors of its new Soho based cafe following the success of its inaugural events.

Initially established in Falmouth, the indie’s latest outing is a result of its success serving up gaming-themed cocktails and other related drinks at key industry events.

The London-based bar ran a handful of promotional events ahead of its official launch at the beginning of May.

“Before then, we were still open beta testing ideas, decorating and spreading the word,” said founder James Dance.

Such events have included a BioShock Infinite launch party, which saw the bar partner up with publisher 2K Games to host a number of playable demo stations and game-themed cocktails, which drew inspiration from the plasmids used within the game.

Loading Soho also most recently held a ‘wake’ for recently closed down LucasArts games studio, which saw a number of the developer’s cult- favourite titles available to play, including Monkey Island, Grim Fandango and the firm’s numerous Star Wars titles, along with a selection of themed food and beverages.

The venue has already built partnerships with big name brands including the likes of GAME, IGN, Sony and Xbox, but is also looking to reach out to additional media partners and publishers in order to establish a host of gaming events, and effectively bolster the capital as a destination for gamers.

Loading is the latest addition to the gaming community within London as it follows the launch of Dixons Retail’s Gaming Bunker.

Whilst showcasing the brand’s extensive portfolio of gaming products, the Bunker is also keen to make a name for itself as one of the capital’s key gaming locations.

Similarly to the Loading bar, the Bunker is working closely with games publishers and additional media partners in order to host a wide variety of gaming-related events and product launches for gamers.

Find out more at loadingonline.co.uk

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Tags: london, soho, Loading Bar, James Dance

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