The world’s best Counter-Strike teams are heading to the capital as the BLAST Premier London Open lands at OVO Arena Wembley this week (5–7 September). The three-day spectacle is set to be the biggest esports event to take place in the UK this year, attracting thousands of fans and millions more watching around the globe.

The event will showcase elite Counter-Strike competition, with a prize pool and participation fees totaling over £800,000, and will welcome thousands of fans across the weekend. It is projected to reach more than 89 million global viewers across 100+ territories in over 30
languages. Last year’s BLAST Premier Spring Final generated £30 million in economic impact for London.

This week’s event is expected to build on that success, further boosting the capital’s economy while reinforcing London and the UK’s position as a global hub for gaming, sport and live entertainment.

Mayor of London, Sadiq Khan, said: “I am delighted to see the prestigious BLAST Premier London Open come to the capital this weekend. It will showcase the very best of esports as gamers and fans from across the globe flock to London, creating a significant estimated £30
million economic boost for our city.

“London is a leading destination for esports – a hugely exciting and fast-growing industry – and I will continue to work hard to support its growth in the capital, as we build a better, more prosperous London for everyone.”

Robbie Douek, CEO of BLAST, said: “We are thrilled to be bringing elite esports back to London for what is set to be the UK’s biggest esports and gaming event of the year. The capital has a rich history of hosting world-class sporting and entertainment events, and we
are delighted to add esports and gaming to that list. We can’t wait to welcome fans from across the UK and beyond to witness the world’s best Counter-Strike players compete. London will once again be at the centre of a truly global moment for competitive gaming.”

Ailsa Buck-Dell, Head of Major Events & Experiences at London & Partners, said: “We’re incredibly excited to see the return of the BLAST Premier Open to London. Previous events have been a huge success, bringing the capital’s gaming community together while also
introducing new audiences to the exciting world of esports. Live entertainment is one of the many things that makes London so special, and hosting world-class events like this, shows how our city continues to bring people together and create unforgettable moments.”

BLAST has teamed up with Live Nation, one of the world’s largest live entertainment companies, along with leading business growth and destination agency London & Partners to bring the BLAST Premier Open to London this week. The partnership forms part of BLAST’s ambition to create the best esports experiences by working closely with destinations and the biggest and best live entertainment partners.

The event aligns with London & Partners’ ambition to reinforce London’s standing as a leading destination for esports and gaming. The UK’s esports market was valued at approximately $2.09 billion in 2024, and continues to grow rapidly.

Over the past 18 months, London has cemented its position as a leading esports destination, hosting tier-one events including the BLAST Premier Spring Final 2024 at OVO Arena Wembley, the RLCS London Major at the Copper Box Arena, and the League of Legends World Championship Finals at The O2 Arena – all generating tens of millions of pounds in economic impact for the city.

GeoLocs, the pioneering geolocation solution tailored for the iGaming, Lottery, and Sports Betting industries, has unveiled a bold new brand identity to mark the next chapter in its journey: “The Future of GeoLocation.” 

The rebrand reflects GeoLocs’ position as the industry’s first dedicated geolocation provider and its ongoing commitment to shaping the future of compliance and player experience in regulated markets worldwide. 

A Future-Focused Identity

The refreshed brand embodies GeoLocs’ values as a trusted partner to operators: innovative, reliable, and always evolving. The new identity highlights the company’s focus on next-generation technology, deep industry expertise, and a partnership-first approach. 

“GeoLocation in iGaming has often been viewed as just a compliance checkbox, but we see it as so much more,” said Will Whitehead, Commercial Director at GeoLocs. “Our new identity, ‘The Future of GeoLocation,’ reflects not only the technology we deliver today but the way we are shaping how operators engage with players tomorrow. For us, retention is just as important as acquisition — and that means putting our partners and their players first.”

Proven, Trusted, Future-Ready

GeoLocs has been trusted by leading global operators for more than 14 years, delivering accurate, secure, and seamless geolocation services that satisfy the strictest regulatory requirements. As the industry’s first geolocation provider, GeoLocs has continuously innovated to stay ahead of evolving compliance standards while ensuring the player experience remains reliable and frictionless. 

Stuart Godfree, Managing Director at GeoLocs, added: “Our rebrand isn’t just about a new look. It’s about reaffirming our commitment to being the most reliable, forward-thinking partner in the market. We’re combining proven expertise with next-gen technology to help operators thrive in newly regulated markets, from Brazil to North America, and beyond.”

Partner-First Approach

GeoLocs emphasises collaboration and long-term partnerships, working hand-in-hand with operators to adapt to local regulations, mitigate risk, and unlock new growth opportunities. This philosophy continues to underpin the company’s strategy as it expands globally. 

Looking Ahead

With its new identity, GeoLocs signals its ambition to continue leading the way in geolocation technology and compliance for iGaming. The company’s focus on innovation, trust, and partnership positions it as the go-to provider for operators entering new regulated markets and looking to optimise their player experience.