More than 1,000 online ninja warriors are descending on London this weekend.

They’re flocking to the first fan convention for Warframe, a popular video game played by 22 million people around the world and produced by London-based Digital Extremes.

The event called Tennocon (named for a warrior tribe in the game) is drawing players from as far away as Europe and Asia to the London Convention Centre on Saturday.

Warframe was launched three years ago and has become Digital Extremes’ most successful game.

“It’s one of the biggest games of its kind in the world right now,” company president Michael Schmalz said.

Along with opportunities to meet and play with other Warframe fans, the convention includes panels, giveaways and a livestream broadcast from the developers about future plans for the game.

Pop culture conventions or “cons” based on video games, comics and science fiction have became a popular marketing vehicle. But this is the first time London has hosted a major conference based on a video game.

“We felt Warframe has built up a big audience to merit this kind of conference,” Schmalz said.

The basic ticket is $25 but VIP passes that include a tour of Digital Extremes’ offices and brunch with the game’s developers sold out in a day despite the price tag of $250.

Digital Extremes is donating ticket sale proceeds to a charity program run by Outward Bound Canada that provides outdoor adventures to at-risk and aboriginal youth.

Warframe is free to download.

The game centres on a tribe of martial arts warriors known as Tenno who fight galactic battles in biomechanical suits called Warframes.

Digital Extremes makes money from add-ons purchased by avid players such as weapon upgrades, armour and boosters.

The company is following the industry trend by making the game available through a direct digital download, Schmalz said.

“It’s a move away from working with the big publishers and thousands of stores. It’s more economical to do it ourselves. This is our first attempt to self-publish and it’s worked out very well for us.”

The free download format also benefits gamers who can play for free before deciding whether to pay for upgrades, Schmalz said.

“You can spend $80 for a video game, take it home and find you don’t like it. I don’t know a gamer who doesn’t have a story like that.”

Chris Campbell of Tourism London said Tennocon reflects the city’s growing digital sector.

“It speaks to the creative economy going on in London, including music, culture and gaming, that all link together.”

Schmalz said the Tennocon will bring a lot of international exposure to London in the gaming community.

London hosts other pop culture events such as the Forest City Comicon but Schmalz said Tennocon will draw a much wider audience, noting only about two per cent of the 22 million players are in Canada.

“I will expect a lot will be dressed up as their favourite character. There will be some wacky costumes.”

hdaniszewski@postmedia.com

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Warframe

Launched in 2013 as a free-to-download game available on Microsoft Windows, PlayStation 4 and Xbox

Third person shooter game with ninja warriors in biomechanical gear fighting intergalactic battles

22 million registered users who play individually or in teams.

Digital Extremes