Virgin Media to sponsor Eurogamer Expo 2012

Virgin Media will partner with Eurogamer for this year's Eurogamer Expo as its main sponsor, its been announced this morning.

The new deal will also see the company collaborating with the Eurogamer Network in a partnership throughout the rest of 2012.

In addition, Virgin Media customers will get discounts for tickets and early access to this year's show in front of the general public.

"This partnership underlines how far the show has come and is ever more relevant with the industry moving increasingly towards digital, and Virgin Media's superfast broadband has long been a favourite with bandwidth-hungry gamers," said Eurogamer MD Rupert Loman.

Don't expect too much flogging of broadband at the event, though.

"It's not about us coming down there and trying to flog our broadband. We're hope they're already using it or by what we give them, they will in turn feel better about the brand," said Virgin Media's sponsorship head Luke Southern.

"I think that's probably something that's at the core of Virgin, putting customers and consumers first, tapping into the insight of what people like to do and partnering with the right people at the right time to talk to the right audience at the right time."

Eurogamer Expo takes place once again at Earls Court between September 27-30. Tickets go on sale next week.