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Multiple people have died in the harrowing incident at Jacksonville Landing, an entertainment complex popular with families, it has been reported.

The shocking social media video shows players being disconnected from the American football game Madden as gunshots ring out. There are also screams of panic or pain.

Cops are calling the incident a "mass shooting".

The Jacksonville Sheriff's Office tweeted: "Mass shooting at the Jacksonville Landing. Stay far away from the area. The area is not safe at this time. STAY AWAY #TheLandingMassShooting".

The shooting reportedly happened at a video game tournament being held at GLHF Game Bar.

A number of people are feared dead, with sources saying at least two fatalities are confirmed, not including the shooter.

The gunman was later identified as David Katz, 24, of Baltimore, Maryland.

Drini Gjoka, who won the 2018 Madden Challenge, said he was injured in the shooting.

He tweeted: "The tourney just got shot up. Im leavinng and never coming back.

"I am literally so lucky. The bullet hit my thumb. Worst day of my life."

(Image: WFLA)

Ther LA Times is reporting the Jacksonville gunman was a gamer in the Madden tournament who lost and killed himself after opening fire, citing another competitor.

The Jacksonville Landing is an open-air events place with shops, bars and restaurants in downtown Jacksonville along the St. Johns River.

Eyewitness Malik Brunson was at a nearby Hooters bar when gunshots rang out.

He told CNN: "I was in Hooters, all I heard was he got a gun and the shooting started.

"One of the men ran into hooters with the shot wounds – they locked us in the restaurant."

(Image: GETTY)

Police said one suspect is dead and it's not known if there are others.

The Jacksonville Sheriff's Office said people are hiding in locked rooms in the complex.

They are urged to stay calm and stay where they are. Elite SWAT cops are sweeping the building.

"We will get to you. Please don't come running out," police posted on Twitter.