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The Biggest Video Game Show in the Middle East

September 12, 2012 4:16 by

August 5, 2012, Dubai, UAE – The Gaming Alliance Middle East, comprising of Microsoft Xbox Gulf, Sony Gulf FZE – PlayStation Division, Pluto Games and Red Entertainment Distribution, today announced that the fifth edition of the popular annual video game convention, GAMES, will kick start this year on September 20 at Dubai Festival City and is free of charge for all entrants.

“These are exciting times for the gamers in the Middle East with some great games about to be released and we are proud to put together yet another GAMES event where gamers from the UAE and the region can get hands on experience with these great games”, said Robert Fisser, General Manager of Sony Computer Entertainment (SCE) in Middle East, Africa, Turkey and India.

Now in its fifth consecutive year, GAMES12 will host the most anticipated video game software and hardware from the world’s leading developers, publishers and manufacturers, including Activision, Blizzard, Capcom, Electronic Arts, Konami, Xbox 360, SEGA, Sony Computer Entertainment (SCE), Square-Enix Eidos, Take 2 Interactive, Ubisoft, and Warner Bros Interactive Entertainment.

Every year, gamers flock to experience the hottest upcoming game launches, see and experience new hardware, and have fun with friends. And this year, Xbox 360 fans will have a lot to look forward to. It’s one of the busiest years for Xbox yet, with a robust portfolio of games that cater to casual, party and hardcore gamers alike”, declared Aman Sangar, Xbox 360 Category Lead for MEA, Microsoft.

GAMES12 will continue with the three-day format it has adopted since 2009, due to growing demand from the Middle East’s gaming community. Kicking off from 2pm on Thursday, September 20, at Dubai Festival City, the show will feature the highly-anticipated video games of the year, including exclusives such as PlayStation All-Stars Battle Royale and DanceStar Party Hits on PS3, LittleBigPlanet Vita, Halo 4 on Xbox 360 as well as multi-platform blockbusters such as Call of Duty: Black Ops 2, Assassin’s Creed III, FIFA 13, Resident Evil 6 and Pro Evolution Soccer 2013.

Pluto Games is delighted to participate in the fifth instalment of our annual GAMES event with excitement. This event is getting bigger and better beyond our expectations and we see this event developing into ‘E3’ for the MENA region. Pluto Games will be showcasing some of its biggest game titles and sharing a lot of exciting new developments that Middle East fans can look forward to”, states Carine Abboud, Marketing Manager of Pluto Games.

Tristan Irons, Marketing & PR Manager for Red Entertainment Distribution said “GAMES has come a long way in the last four years, showing the Middle East exciting new content in gaming before it releases to the public. GAMES12 in September will have everything for the casual player to the hardcore gamer”.

GAMES12 is being held at Dubai Festival City for the third time. The show was previously hosted at this venue in 2009 and 2010. “We’re thrilled to be back at Dubai Festival City and have them on board as our venue partner. We believe Dubai Festival City offers a great combination of location, traffic and facilities for our event”, said Nitin Mathew, CEO, Cygnus Communications, the organiser of GAMES 12.

Attendees can also experience exhibits from gaming industry companies, including some of the leading peripheral and accessory manufacturers. Fans can receive updates and the latest developments on and



Gaming Alliance Middle East Show (GAMES) is the largest video gaming convention in the region sponsored by LS2 Pluto, Microsoft Xbox Gulf, Red Entertainment Distribution and Sony Gulf PlayStation Division. GAMES gives gamers a unique opportunity to try and experience some of the world’s most anticipated video games in advance of their global release.

More information about GAMES 12 may be found online at


About PlayStation Division, Sony Gulf FZE

PlayStation Division, Sony Gulf FZE based in Dubai, United Arab Emirates, is responsible for the distribution, marketing and sales of PlayStation®3, PlayStation®2, PSP™ (PlayStation®Portable) and PlayStation®Network software and hardware across the Middle East & Africa


About Sony Gulf FZE

Sony Gulf FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, VAIO laptop computers, Computer Peripherals, Data media, Recording Media and Energy (Batteries), Mobile Electronics (Car Audio) and Computer Entertainment products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Gulf FZE leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners and representative offices. A network of representative offices in Kenya, Saudi Arabia, Iran and Pakistan, in addition to well over 250 accredited third party service centres reinforces Sony’s presence in key markets in the region.


About Sony Computer Entertainment Europe Ltd

Sony Computer Entertainment Europe (SCEE), based in London, is responsible for the distribution, marketing and sales of PlayStation®3, PlayStation®Vita, PlayStation®2, PSP™ (PlayStation®Portable) and PlayStation®Network software and hardware in 109 territories across Europe, the Middle East, Africa and Oceania. SCEE also develops, publishes, markets and distributes entertainment software for these formats, and manages the third party licensing programs for the formats in these territories.

More information about PlayStation products can be found at

PlayStation, the PlayStation logo are registered trademarks of Sony Computer Entertainment Inc. PS3 and PSP are trademarks of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.


About Pluto Games

Pluto Games is one of the largest distributors of digital gaming hardware, software and related products across the MENA region.  With operations in Dubai, Jeddah, Riyadh, Dammam, Kuwait, Doha, Bahrain, Lebanon, Oman and Cairo, Pluto has the largest distribution network for gaming and entertainment products in the region. Pluto has established relationships with some of the top players in the industry such as Microsoft, Disney, Capcom, Konami, NC soft, 505, Bethesda, Madcatz and others. Offering an all-encompassing approach to distribution, marketing, retail and promotion, Pluto Games is an integral part of Pragma Group’s very successful and rapidly growing Pragma Technologies arm.


About RED

Red Entertainment Distribution, the Middle East’s leading distributor and marketer of interactive entertainment software, is the official Middle East business partner for Activision Blizzard, Black Bean Games, Electronic Arts, Koch Media, SEGA, Square Enix-Eidos, Take 2 Interactive Software, Warner Brothers Interactive Entertainment and Ubisoft Entertainment. For more information about RED, please contact Tristan Irons, [email protected]


About Xbox 360

Xbox 360 is a premier home entertainment and video game system. Thanks to the addition of Kinect, Xbox 360 will forever transform social gaming and entertainment with a whole new way to play — no controller required. Xbox 360 is also home to the best and broadest games. More information about Xbox 360 can be found online at

All trademarks and/or registered trademarks are property of their respective owners.

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