Press Area

This information is designed for Press, Media, Content Creators, Influencers and Journalists attending the UK Games Expo.

If you are interested in applying for a UK Games Expo press pass, please read the information below before submitting your application.

UK Games Expo welcomes members of the press, media outlets, content creators and influencers from across the world. All applicants will be notified by email whether their application has been successful.

Applying for a Press Pass

Press passes are intended for individuals and organisations who plan to cover UK Games Expo through editorial content, news, reviews, interviews, videos, photography or social media.

An approved press pass provides access to all three days of the event and identifies you as an approved member of the press when filming, interviewing and creating content within the halls. Press pass holders can also attend the Show Preview and Judges Awards Ceremony.

What we look for in applications

When reviewing applications, we consider the following:

• Relevance: Content that is relevant to board games, tabletop gaming, roleplaying games, the wider games industry or the UK Games Expo audience.
• Audience and reach: An established and engaged audience across your website, publication, YouTube channel or social media platforms.
• Consistency: Regular publishing activity and evidence of ongoing content creation.
• Previous coverage: Applicants who have attended UK Games Expo previously should demonstrate how they covered the event and the content they published.
• Planned coverage: A clear intention to cover UK Games Expo, including relevant news, reviews, interviews, photography, videos or social media content.
• Engagement with UKGE: A willingness to share content throughout and around the event, using relevant hashtags and collaborations where appropriate to help us identify and share your coverage.

Your nominated platform

When applying for a press pass, you must provide a link to the website, publication, YouTube channel or social media account where you intend to publish your UK Games Expo coverage.

We will review the account or platform provided as part of the application process, so please ensure that you submit the account you intend to use for your UK Games Expo coverage.

If you are approved for a press pass, we expect you to make a reasonable effort to publish relevant content during and around UK Games Expo. This may include news, reviews, interviews, photography, videos, social media posts or other relevant coverage.

We will review coverage from previous press pass holders when considering future applications. If a press pass is granted but little or no UK Games Expo content is published on the nominated platform during or around the event, this may negatively affect your eligibility for a press pass in future years.

Receiving a press pass does not guarantee approval for future UK Games Expos.

Working with UK Games Expo

We ask that press pass holders are willing, where appropriate, to allow UK Games Expo to share and make use of content created as part of their coverage of the event.

Where possible, we also encourage press pass holders to collaborate with UK Games Expo on social media. This may include collaborative posts, tagging UKGE in relevant content or allowing UKGE to reshare your coverage across our social channels.

By applying for a press pass, you acknowledge that UK Games Expo may wish to share relevant content you create about the event and that you may be contacted regarding potential social media collaborations.

Attendance at the Thursday evening Show Preview and Awards Ceremony is encouraged, where possible, as these provide opportunities to discover new games, meet exhibitors and create coverage ahead of the main show days.

What your Press Pass does not include

A press pass does not provide:

• Early access to the NEC halls before the official opening times.
• Free entry to separately ticketed events, activities or sessions taking place during the show.

Any separately ticketed activities must be booked through the usual ticketing process.

Press Pass Application Decisions

We receive a high volume of press pass applications each year. Our aim is to ensure that press passes are allocated to applicants who can provide valuable coverage of UK Games Expo and help showcase the event to relevant audiences.Applications are reviewed individually, taking into account factors such as:

• The relevance and quality of published content.
• Audience size, engagement and reach.
• The regularity of publishing activity.
• Planned coverage of UK Games Expo.
• Previous attendance and coverage, where applicable.
• Opportunities to reach new audiences and introduce them to the show.

We welcome applications from established publications and creators, as well as new applicants who can demonstrate their suitability for a press pass.

If your application is unsuccessful

Due to the volume of applications we receive, we are unable to provide individual feedback on unsuccessful applications. Please do not contact the office to request feedback on an application decision.

Previous approval or rejection does not determine the outcome of future applications. Each application is reviewed on its own merits, and having received a press pass for a previous UK Games Expo does not guarantee approval in subsequent years.

If your press pass application is unsuccessful, you may still be able to attend the Thursday evening Show Preview, subject to the relevant application process and availability. Information on applying for the Show Preview will be made available when applications open.

Professional Filming and Broadcasting Policy

UK Games Expo works with OnTableTop, which provides third-party filming and media coverage for the event.

If you are a media company wishing to offer filming, broadcasting or promotional services to UKGE exhibitors, or an exhibitor intending to arrange professional filming or broadcasting at the show, please contact the organisers at marketing@ukgamesexpo.co.uk to discuss the relevant permissions and media fees.

Professional media companies must obtain the appropriate media passes and approval from the organisers before filming or broadcasting at the event.

If you are creating content for your own website, publication, YouTube channel or social media platforms to cover your visit to UK Games Expo, you should apply for a standard press pass.

For further information on professional filming and marketing opportunities, please refer to the UKGE Online Marketing Pack.

UKGE Brand Guidelines and Logos

Once your press pass application has been approved, you will be provided with the official UK Games Expo brand guidelines and logo assets to use when representing UK Games Expo.

Please ensure that any use of the UK Games Expo brand and logos follows the guidelines provided. These assets are supplied to help press pass holders represent UK Games Expo consistently and professionally across their coverage.