GameStop strikes esports deals

GameStop announced a lineup of strategic partnerships in the esports space that marks a move into the culture of games. “We are aiming to become the official minor leagues of esports where GameStop provides fun and unique cultural experiences for player development while preparing the next generation of professional gamers,” said Frank Hamlin, Chief Marketing Officer for GameStop.

The deals include an alliance with Complexity Gaming, with GameStop serving as the title sponsor of the team’s new state-of-the-art headquarters at The Star in Frisco, Texas. The11,000 square foot center will house a public gaming area for fans and sponsors, as well as cutting-edge performance training via data analytics, enhanced gaming equipment, a video studio and a merchandise wall, and will share a location with the Dallas Cowboys headquarters. GameStop is also teaming with the Houston Outlaws to develop in-store content and experiences, bringing Overwatch instructional content to stores within Houston, Austin, San Antonio, and surrounding cities through Gaming Clinics featuring the Outlaws. And in a partnership with OpTic, GameStop will be developing Gaming Clinics, a mix of live and virtual events. Professional teams GameStop is collaborating with include Complexity Gaming, Infinite Esports and Envy Gaming.

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