The lock-in has a long and fascinating history, its origins in Britain’s pubs emerging as a reaction to changes in licensing laws back in 1915. Fast forward a century, and lock-ins are no longer just found in pubs and bars – they’re used as marketing events, too.
Fashion retailers, shopping malls, churches, youth clubs, student unions and even Girl Guides all use lock-ins, either to get together and create a community spirit, or to market their products, create some buzz, and give their sales a boost.
GAME is one of these savvy stores that have used lock-ins to great effect over the past couple of years. Essentially, these events work as after-hours community get-togethers, where serious games fans can play the latest releases before they’re out on sale for the general public to get their hands on.
Of course, GAME-goers can leave whenever they want to (they’re not actually locked in), but the events take place outside of usual trading hours, meaning gamers can play in relative peace and quiet. To make the events even more appealing, GAME offers everyone free drinks and snacks – another reason for people to stay locked in until the small hours.
GAME first announced the lock-ins in January 2013, ahead of the release of Visceral Games’ highly-anticipated action horror shooter Dead Space 3. The trial kicked off at 18 stores across the UK, with more planned if all went well.
And go well it did. The lock-ins have been hugely successful, attracting crowds of enthusiastic gamers across the country, and have since expanded to include more than 60 stores in the UK. Dozens of lock-ins are now held every year, with hundreds of gamers hoping to get in on the action. A total of 62 stores held lock-ins for the high-profile launch of the Playstation 4 in October 2013, with games such as FIFA 14, Octodad: Deadliest Catch, Knack, Super Mother Load, Pinball Arcade and Contrast all available to players.
So, why do these events work so well at creating a buzz ahead of new releases? “Lock-ins let avid gamers sample next-generation console and next-generation games, letting people experience brand new games in a totally unique environment – and before anyone else in the UK,” says a spokesperson for GAME.
“Our customers are always thrilled to be some of the first gamers in the UK to get their hands on the latest releases, sometimes as much as a month before they hit the shelves and are available to all,” they added.
Another reason why the lock-ins create such a buzz, is their exclusivity – these are events that aren’t open to all, and have limited space for gamers to get involved. To apply, those interested have to either visit or Tweet their local stores and save a space.
And with current lock-ins for launches such as The Order 1886 & Bloodborne, where gamers will have the chance to win their very own copy of the game, long may the buzz continue.