Staged at London’s Old Billingsgate, the Nintendo 3DS Ignition event will feature performances from comedian Russell Kane, BRIT award winner Plan B and indie band Hadouken.
Around 2,000 members of the company’s Club Nintendo loyalty program will attend the event, which starts at midnight to coincide with the retail launch of the Nintendo 3DS. Nintendo 3DS Ignition will be broadcast live on the Sky 3D channel, as well as in standard and high definition on Sky1 and Sky1 HD.
In January, Sky confirmed plans to supply taster content from Sky 3D to the 3DS, including short-form clips of sports, entertainment and documentaries.
Sky joins Eurosport and other broadcasters in bringing content to the handheld device to promote the possibilities of 3D media.
Graham Appleby, director of commercial partnerships at Sky Media, said: “We’re delighted to extend our relationship with Nintendo to help build their own 3D association whilst providing our customers with yet more high-quality entertainment content on Sky 3D.
“This is yet another example of innovation from Sky responding to the demands of customers and brands alike.”
Dawn Paine, marketing director of Nintendo UK, added: “Nintendo 3DS Ignition is not only a games industry first but marks the arrival of portable, glasses-free 3D gaming and entertainment.
“The opportunity to work with Sky to broadcast the event in 3D offers the perfect synergy in terms of helping build our credentials and bringing 3D to as many people as possible.”
In preparation for the expected consumer demand, more than 1,200 UK stores will open at midnight on March 25 for the 3DS launch, including selected GAME, HMV, Argos and Tesco locations.
However, the 3DS will face tough competition as it launches on the same day as Apple’s new iPad 2, an improved version of the hugely popular tablet computer.