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Amazon Shacks Up With The UK's Biggest Gaming Convention

Amazon Joins Forces With EGX

It was only a few decades ago that video game culture was still a subculture so underground that high school cool kids and major retailers alike wanted nothing to do with it. Now that the industry generates billions of dollars and brings millions of enthusiasts together for sprawling trade conferences, it's all Amazon can do to get a piece of the pie.

GamesIndustry.biz is reporting that Amazon has finalized a partnership with EGX, the largest video game gathering in the U.K. The eCommerce giant will be supporting EGX and parent company Gamer Network with marketing initiatives on its website, mobile platforms and social media outlet, and it will also create a dedicated content source on its gamer-centric Twitch livestreaming site. The world's largest online marketplace isn't stopping at digital support, though. As fans walk through EGX's halls checking out the latest upcoming games and gaming hardware, Amazon will facilitate on-the-spot orders to get products into consumers hands as soon as they're available to ship.

Russell Jones, category leader of video games at Amazon, explained that the company has had its eye on a partnership with EGX for some time.

"Every year, we see our customers respond to the hands-on experience and news coming out of EGX, so we are delighted to make it even easier to connect our customers with the games they love from innovative indie titles to blockbuster games," Jones said. "We are also working with our publishing partners to offer a few surprises for customers at the event."

EGX 2016 is expected to draw about 80,000 attendees to Birmingham, U.K., come September — plus however many associates Amazon needs to support them all.

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