For those of you not in the know, EA’s “Be The One” shindig is a free access event thrown in London’s Trafalgar Square. The event has live music, celebrities, gaming challenges and of course prizes. It’s like a British Lalapalooza for gamers. Basically it works like this, you play games in a sort of ladder against other gamers, the best gamers out of those ladders then go up on stage and sit down to play against a celebrity. Last year’s event saw Need For Speed ProStreet, FIFA 08, FIFA Street3, Rock Band, and Burnout Paradise as the challenges, and included celebrities like heavyweight boxer Danny Williams and Casino Royale stuntman Sebastian Foucan.

This year it seems it’s going to explode. On October 30 through November 1, gamers can walk in freely, play some of the hottest EA games and if they are good enough, play against celebrities for the chance to win prizes (here’s a hint, even those who lost against the celebrities last year still got the prizes). But wait, there’s even more! On the evening of October 30th, a public premier of Command & Conquer: Red Alert 3 will be held at the event. This premier will be televised and some of the actors will be there in person or have recorded appearances. There will also be a live, international challenge using the game as the battlefield between Russia and Great Britain. Perhaps this is how World War III begins — not with a bang but with the triumphant yell of gamers?