Game Digital is moving into the booming field of video-game events, snapping up the organiser of Minecraft festivals and an annual gaming event that draws tens of thousands.
Game is paying £20 million for Multiplay, the 18-year-old firm behind the Insomnia festival.
At the event, gamers can try out new titles and watch top players of titles such as Starcraft and League of Legends.
Last year’s Insomnia festival in Coventry attracted 67,000 visitors over the weekend and millions more tuned into events online.
Game chief executive Martyn Gibbs said: “The acquisition of Multiplay is an exciting and strategically important step for Game.
“The world of live events, eSports and multi-player gaming is growing rapidly and one we have been looking to enter for some time.”
Separately, rival video-game event organiser Gfinity announced that Robert Ohlen will take up the new role of creative director.
Ohlen formerly ran DreamHack, a festival devoted to multi-player computer games.
Gfinity recently announced plans to create the world’s first dedicated eSports arena in Fulham as part of a tie-up with Vue Cinemas.
