[2][3] At its UK launch, the Financial Times evaluated the channel's free-to-air business proposition, commenting that its potential viewers should be abundant with consideration to the surge of popularity of video games at the time, noting the rising popularity of video games, the release of hundreds of titles in the UK each year and the launch of the PlayStation 2 months earlier.

[4] The UK version of the television channel, produced by Cellcast included regional content with programs such as Digital Crack, Me in Mir, The Weekly Chart Show, Game Guru, Reloaded, LiveWire, and Evolution.

Game Guru relaunched on 20 September, 2004 with interactive features, including live chat and MMS picture messaging.

[6] In 2005, Charlie Brooker writing for The Guardian noted the incongruity of the channel's programming, with clairvoyance programme Psychic Interactive being, "interrupted every few minutes by an "ad break" largely consisting of stills of Pac Man accompanied by captions in Italian, or Mortal Kombat characters backed with heavy metal music".

[7] The major gaming shows, such as LiveWire, were cancelled in May 2005, and the Italian-language feed from Hot Bird ceased on September 17, 2005, after six years on air.