Retailer GameStop has revealed some strategic partnerships within esports, including an alliance with North American organisation CompLexity Gaming, with GameStop being a title sponsor for a new headquarters at The Star in Frisco, Texas.
"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 - 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.
The GameStop Performance Center will be opened in May and contain 11,000 square feet of space including a public gaming area, training facilities via data analytics, gaming equipment, a merchandise wall, a video studio, and more. It'll even be in the same place as the Dallas Cowboys HQ, enabling more partnerships between the two.
"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," added 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."
On-site activations will be taking place alongside the distribution of online content, and GameStop isn't stopping with CompLexity. They'll also be partnering with Envy Gaming and Infinite Esports, and will be developing gaming clinics and tournaments for competitive fans to learn strategies and improve their game. A Matcherino partnership will also be featured, as well as the Collegiate Star League.
You can see a mockup of the HQ below. Do you think it's a good partnership for both sides?