E-tailer play.com has announced plans to launch its first UK consumer show at Wembley Stadium, with the firm revealing that games will be the main focus.

The two-day Play.Com Live event, which is expected to attract 40,000 consumers during the weekend of March 15 and 16 next year, will be the first consumer games show in the UK since the collapse of London's GameStars Live event in 2004.

Although other forms of entertainment will be on offer, play.com is promising games will be the main focus and is calling on publishers to make it "the best interactive entertainment show the UK can offer".

“The publicity generated by a large-scale consumer show is extremely important for the UK industry,” head of games at play.com Gian Luzio told trade paper MCV.

“The chasm left by the lack of a central UK games spectacle has been clear for all to see.”

Speaking on the cost of the tickets, which will be £9 per day or £16 for a weekend pass, Play.com COO Stuart Rowe said: “Live will be a fantastic, engaging entertainment experience – without costing consumers the Earth.”