The Middle East’s biggest video game convention will be back in town between September 17-19 at Dubai World Trade Centre’s Shaikh Saeed Halls 2 and 3.

Previously called #GAMES, the convention has been taking place since 2012. It will now go by Middle East Games Convention, or MEGCON, after a rebranding.

“The new name and identity will help us raise the profile of the show as the region’s premier event of its kind,” said Nitin Mathew, founder and CEO of Cygnus Communications, in a press release.

The event invites big brands to showcase, launch and announce the latest developments in the world of gaming and technology. It has seen an average attendance growth of eight per cent every year, with nearly 25,000 visitors at the last edition, as well as an increase of venue space.

“In line with the global trend for video game conventions, MEGCON will host celebrity talent from the world of video games and we’ll be revealing names in the coming months,” said Mathew.

He informed tabloid! that they have yet to release ticketing details. For more information, visit megcon.me.