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London deserves a dedicated venue for the gaming industry and a space for the community to call home.
James Dance
United Kingdom
8 Team Members


Let me introduce myself:

My name is James Dance and I am the owner of Loading bar, a gaming café and cocktail bar based in the Southwest of England.

After graduating I came up with the idea to open my own gaming venue. I worked full time as a chef and I filled my spare time with research and development for a new type of gaming bar.

In 2010, after three years of inhuman hours and after sacrificing both my social life and sanity, Loading bar opened its doors, offering gamers a place to drink, relax and play.

Not your average bar:

Shop frontages of Loading Bar in Falmouth

My business is unique in its take on the “Gaming bar” format for the following reasons:

  • Use of our consoles is free, as is access to the internet.
  • Gaming cafe during the day, gaming bar during the night.
  • Unique, industry supported gaming events all year round.
  • High concept gaming themed cocktails such as this and these 

What's the plan?

portal shots

We want to create a bar run by people focused on the venue not the profit margins, in London; The centre of the UK games industry. We would like to take the successful format we have down here in Cornwall and move it to the capital where we can serve a greater number of people as well as offering unique, industry sponsored events in a fit to purpose venue.

We will be Collaborating with Mitch and The Drunken Moogle to help curate drinks and Daniella from Gourmet Gaming to help lay on game themed snacks.

London based Nintendisco now Gamerdisco will be bringing their monthly ‘arcade for adults’ approach to the bar once a month as well, the aim really is to create a centre point venue for all things gaming culture in the UK and beyond.

We also want YOU to get involved to help us create something new and community driven.

Your support and contributions will ensure that London gets its first dedicated gaming venue. There are a few bars with consoles and a couple of competetive gaming centres in the UK but Loading is a different beast altogether; A celebration of the social side of gaming. Somewhere you can just come and spend time with your friends, grab a drink and play a few rounds of Mario-kart should you feel like it, no payment, no pressure.

How do we intend on achieving this?

8 bit sexiness

The more eagle eyed (or prone to google) among you may be thinking “$50,000 is NOT enough to open a venue in London” and you would be correct.

The money will be used to allow us to secure the rest of the funding needed to make the project a reality. We already have the design, concept and experience and have been successfully running it on a smaller scale for two years, we know what we are doing and have already ironed out the bumps down here in Cornwall.

We will also be saving money by taking over the lease of one of the many pubs that are closing down in the city. These classic London pubs are perfect for two things; avoiding hordes of marauding zombies and developing into gaming venues.

Doing it this way rather than from the ground up not only saves us a bunch of cash, it also means that we avoid pricey and time consuming planning processes and issues.

The Perks:


From students to superstars, we have perks suitable for every wallet. We have various pieces of gaming “swag” we have been kindly donated by our sponsors as well as tshirts, hoodies and various other rewards of our own creation.

At our basic level however, all we are really asking you to do is pre order a cocktail and make your mark by having your own custom message printed onto our wallpaper!

So what happens if we do not reach our target?

What if we don't reach our target

We chose Indie-gogo because it is perfect because regardless of the outcome, we still get to deliver our perks to you, the supporters.

We are committed to this project and are determined that we WILL open in London one way or another. Having achieved what we have so far on a practically non-existent budget we can assure you that this project will happen even if we do not reach our target, it will just take a whole while longer.

All of the perks will still be valid including our drinks vouchers; you can use them at our bar in Cornwall, at any of our promotional events or just keep them as a keepsake as they will fold out into limited edition papercraft projects.

Why we think this is important:

As far as the gaming community goes, this project is valuable as it gives you, the community, a focal point, a place to gather and catch up whilst also having a damn good time.

On a grander scale, we feel it is important that venues like this start to be taken seriously. Places like Loading help legitimise gaming both as an adult activity and a genuine art form.

This is a space for collaboration and co-operation, a place you can be proud to be a part of and actively have a say in how it evolves on a day by day basis.

Some previous projects:


Our very first taste of internet fame when ‘The Drunken Moogle’ featured one of our drinks and since then, due to various projects and images, we have been featured by Edge, IGNUK, The Sun, GamesTM, Gamesmaster, Wired, The Daily Mail, G4TV, The Drunken Moogle, FHM and the Huffington Post as well as dozens of community blogs.

We’ve made branded cocktails for Capcom, EA, Guardian newpapers, THQ, Minecraft and loads more.

Capcom,EA, THQ, Minecraft all love us

YOUR support means the world to us and will allow us to continue to do what we do best but on a larger scale and in a central city location.

Conventional lending would be take too much control over what we do and how we do it.

You guys however, can fund this project and become actively involved in a community rather than a business deal. Your ideas are always welcome as your support is the lifeblood of our business.

What happens if we exceed our target amount?

To put it simply, the more we get from the community, the less we have to rely on investors and banks and the more control we keep in our company. More details to follow in future updates but essentially, if we could raise enough to open the bar right now, we would be extremely happy.

I have no money, how can I help?

Already been cleared out by a recent steam sale or sunk the majority of your wealth into the latest releases? We still value your help.

Please share our video with your friends, show them some of the cool drinks we have made and help spread the word.

We rely on our audience to help us and you guys can rely on us to do the best we can to create a place for you to meet with like minded people, drink, relax and play.

Thank you for your support.



Find This Campaign On
raised by 323 people in 1 month
30% funded
No time left
$50,000 USD goal
Flexible Funding This campaign has ended and will receive all funds raised.
Campaign Closed
This campaign ended on November 3, 2012
Select a Perk
  • $5USD
    Enter your initials

    You will be remembered in the annals of time, with a message of your choice along with an image on our customised wallpaper in the bar. This perk is included in all the other tiers.

    62 claimed
  • $10USD
    The Pre-Order

    Pre order a drink from the bar, you will receive a papercraft E-Voucher which you can claim after we open, at one of our pop up event bars or if you venture down and see us, in Cornwall.

    59 claimed
  • $30USD
    4 player co-op / Homebrew

    A) Preorder a round of 4 Cocktails/soft drinks for either the venue, our next event or at the bar in Cornwall. B) Don't feel like leaving your own home? Instead Show your support from afar and get a pack of our 9 bit mega coffee, cocktail recipe card and a personal, hand written, thank you message left in the coffee manual,

    37 claimed
  • $40USD
    Insert Coin

    Take our resident designer 'downplusb’s talents, give it a power up from Insert Coin clothing and you get our one off T-Shirt, 1 cocktail voucher, you'll also get a limited, numbered recipe card print for one of our cocktails. (Free UK delivery add $5 Europe $10 Rest World)

    42 claimed
  • $70USD
    Support Class

    You will receive this limited run Hoody from our designer and ‘Insert Coin’, which not only boosts your style stat points it grants the wearers party 10% discount whenever it's equipped. A) You will ALSO receive a round of 4 drinks or B) a pack of our mega coffee and a drink recipe print. (Free UK delivery add $5 Europe $10 Rest World)

    88 claimed

    One generous son of a beach

    Enjoy our support class perk above with an audio upgrade from our friends at Turtle Beach with an M3 mobile headset. (Free UK delivery add $5 Europe $10 Rest World)

    10 out of 10 claimed
  • $110USD
    The beach is back...

    You will receive everything in our "Support class" perk with the added awesome of a Turtle Beach 'Ear Force DSS unit' which basically turns ANY headset into 7.1 dolby surround sound audio! So, an awesome magic box, a kick ass hoody and some booze or coffee!

    3 out of 9 claimed

    Spruce Wayne

    The perfect outfit for any benevolent backer; Get our hoody perk and the Loading T-Shirt with a bonus reward copy of Arkham City signed by Rocksteady and a Batman keyring for your utility belt. (Free UK delivery add $5 Europe $10 Rest World)

    5 out of 5 claimed
  • $250USD
    Mad Catz

    We have partnered with Mat Catz to bring you this unique fight pack. Not only will your receive a Streetfighter or Soul Caliber branded fight stick but you will get one of our hoodies, perfect for making an entrance to the ring. Topped of with a pack of our 'Mega Coffee' The First two people to claim this perk will also get Detonator Headset as an extra thank-you! (Free UK delivery add $5 Europe $10 Rest World)

    2 out of 9 claimed
  • $800USD
    Take control

    Design a cocktail and receive a custom controller too! We'll create a cocktail in honour of a game of your choosing and develop the concept with you all the way through to completion. It'll then take pride of place on the menu (credited to you of course) with your first two on the house. You also get to chose a fully customised controller from our friends at www.thecontrollershop.com to be delivered to your door.

    3 out of 5 claimed
  • $1,500USD
    Host your own Server

    Book yourself a private party at Loading London for the night with 100 cocktails/drinks put behind the bar for you and your guests. While you wait we'll send you our Loading T-shirt, Hoody, a pack of our 'Mega-Coffee' as well as an A3 framed print of one our drink creations (Minecraft, Drinksmith 2.0)

    0 out of 20 claimed
  • $10,000USD
    Wii bring the party to U

    Not going to make it to London any time soon? We will bring the party to you! With 2 bar staff and our resident DJ 'Monster! Monster!', this party includes enough cocktails for 120 drinks and extra booze for 100 friends or colleagues (UK only or costs added for ROW)

    0 out of 2 claimed
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