GameStop announced a business shift following the announcement of a newly appointed CEO.
The company on Wednesday gave a detailed plan on their expansion into esports as it continues to reshape its business more on “the culture of video games, rather than the sales.”
GameStop’s first step in this process includes partnering up with esports group Complexity Gaming to open up what the companies’ deem as the most advanced esports facility in the country in Frisco, TC. In addition, GameStop will team up with various brands and companies to host Overwatch parties, gaming clinics, and college-level esports tournaments.
Beyond excited to announce @GameStop as the title sponsor for the upcoming compLexity HQ. This GameStop Performance Center is the most innovative esports facility in North America, and we can’t wait to open its doors this Summer. #GSPC https://t.co/m7wF9jLGa0
“We are aiming to become the official pop warner league of esports where GameStop provides fun and unique cultural experiences for player development while preparing the next generation of professional gamers – it doesn’t get any better for amateurs of all ages looking to learn and compete at the highest level,” said Frank Hamlin, Chief Marketing Officer for GameStop, in a prepared statement.
Complexity Gaming and GameStop plan to open up the new performance center in May 2019. The 11,000 square foot center will not only serve as the new headquarters for Complexity Gaming but also will house a public gaming area for fans and sponsors, video studio as well as a high tech performance training.
“The opening of the GameStop Performance Center represents Complexity’s vision to further professionalize the esports industry and leverage the learnings from the Dallas Cowboys who also call The Star home,” said Jason Lake, founder, and CEO of Complexity Gaming. “We are creating a world-class facility that will engage fans both in person and online and positively impact the entire industry for decades to come.”
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To see the intersection between traditional sports and esports is not surprising, especially with a high-valued organization like the Dallas Cowboys. Other programs like FaZe Clan are finding ways to market esports into the broader mainstream spectrum of culture.
Plus, this facility is the next step for many esports organizations that are looking to build bigger and better homes. Comcast Spectacor recently announced their plans to build a $50 million esports arena for the Philadelphia Fusion.
So, GameStop may be heading into the right space. The biggest question will be how well will it work?