GAMEfest will return next year after 30,000 people signed up to attend the show over the next three days.
The Birmingham event from retailer GAME opened its doors to the public this morning, as you can see in the snaps dotted around this very page.
GAME has partnered with some of the industry's top publishers for GAMEfest 2011 including Nintendo, Sony, Microsoft, EA and Activision.
The likes of Call of Duty: Modern Warfare 3, Gears of War 3 and Batman: Arkham City are all publicly playable for the first time in the UK at the event, while demonstrations of other top titles are also promised.
GAME UK marketing director Anna-Marie Mason said: "It's fantastic that publishers and our customers are so excited about GAMEfest, which has helped make it such a success.
"With a great lineup of titles this year we can't wait for our customers to finally get hands-on with some of the newest and biggest games of this year before anyone else. They're going to love what we have at this year's ultimate gaming event. GAMEfest has had such an amazing response that we're delighted to confirm that we'll be back again next year. We're already working on the plans and expect it to be bigger and better than this year's successful event."