James checks out the new titles kicking off London's biggest-ever celebration of videogames...

Since video games became one of the biggest businesses in the world, the public image of them has shifted from a product for those scant few locked away in their bedrooms geeking out, to a widespread family-friendly social activity. Of course, people are only just realising what I'm sure many here on Shadowlocked already know: video games are a way of life. What better way of expressing a dedicated love to all things pixelated than having a month long celebration of games. I welcome you then to the London Games Festival.

For the next four weeks there will be a myriad ensemble of events all across London, which kicked off with the Euro Gamer Expo held at Earls Court. These events not only allow us select few to experience some of the hottest releases, but also allow a glimpse into the world of developers to see what it takes to make a good game.

Now being the lucky so and sos that we are, us journalistic types got a sneak peek at what the Euro Gamer Expo had to offer. I must say, that there are some cracking games that you should be dying to play in the next few months. Whatever the platform, there was a stand featuring new titles from all different developers there for each console release. Everyone from Nintendo, Sony, Splash Damage, EA and others are showing off their latest and greatest.

Most notable on the slate for me is Brink. Set in a tower off the coast of America, where the well-to-do have set up camp, you play as securities who are trying to protect the place from the refugees who see the tower as their home. The game plays out as a team-based shooter where the player must select a role, then progress through a level completing objectives. In the demo that was shown the engineer was being played, allowing for buffing of other player's weapons and deploying sentry guns much like Team Fortress 2. One of the most exciting things about Brink is the ability for other players to drop in and out of your game. Whilst playing on a server, you are never too sure if your team mates or the people you are playing against are computer-controlled or actual players. As such, you too can join games in progress.

The developers of Brink, Splash Damage, have also addressed that age-old problem with first-person shooters: obstacles. Before now some games gave you a button that allowed you to jump over a wall, whilst some left you bashing into fences a mere two feet high. Now you can run in a direction, and the game will automatically vault you over any obstacle in your path.

If first-person shooters aren't your thing, then how about Vanquish? It does the same thing that Capcom did when they took the core game play elements of Devil May Cry and pumped it full of speed to make Bayonetta. In essence this is Sega's answer to Gears of War, to the power of 9000. Vanquish not only gives you that 3rd-person visceral experience, but it also gives you brutal melee attacks, and some bad-ass special abilities to go with it. The exoskeleton suit you wear has jet boosters that allow you to rocket round the levels at blinding speed. Couple this with a bullet-time feature and you'll be back-flipping through the air pulling off head-shots left right and centre. The enemies look stunning too, going for a very futuristic Star Wars/Halo look, with screen-filling bosses that wouldn't look too out of place in a Transformers movie.

But what could possibly top this off I hear you cry? How about giving you a button that I like to call the 'bad-ass button'. Once pressed, your visor will flip up, allowing you to light a cigarette - even in mid-battle. Smoking isn't cool, kids, but guys like this make it so.

Unfortunately, at the time of my visit the Euro Gamer Expo was not completely set up yet, and so many stands were still in kit-form. I was only given a whistle-stop tour of the event, so there were many things that I missed out on, most notably Assassins Creed: Brotherhood. For those of you lucky enough to go (it's been sold out for quite some time now) then It'll be something to cherish and be in awe and wonder of. The layout is very open-plan, allowing for what should be easy movement (not like the cramped old MCM Expo that will be the end of the London Games festival).

There should be more celebrations of video games like this in Britain. Most of the big gaming events happen in America and Japan, and it's high time that we reclaim some of the glory. The video game industry has been growing bigger and bigger in the past 10 years, more so than any other business. In one week alone Modern Warfare 2 made more money than the entire music industry. Some may say that it's a meaningless and frivolous pastime, but I like many others consider it not only a way of life, but an art form too. If you don't believe me, go play Okumi, No More Heroes and indie releases like Geometry Wars.

Look out in London for some of the other big Games Festival events. Check out HMVs, since they are one of the major sponsors; and don't forget the London MCM expo. I may even see you there!

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