A rendering shows how the GameStop mark will likely appear on Complexity's HQcomplexity gaming
Texas-based GameStop is partnering with "nearly every major esports organization" in the state in what could be a "pivotal move for a company that's been struggling for years to redefine itself," according to Dom DiFurio of the DALLAS MORNING NEWS. GameStop will "work with professional esports teams including Complexity Gaming, which was acquired" by Cowboys Owner Jerry Jones two years ago. Complexity Gaming's new HQ at The Star in Frisco will be "named the GameStop Performance Center, and GameStop claims that it will be the most advanced esports facility in the country." GameStop will also "work with two other behemoths in the esports industry, Infinite Esports and Team Envy." Team Envy is based in Dallas and "owns the popular Overwatch League team Dallas Fuel while Infinite Esports owns the Fuel's Houston-based Overwatch League rivals." GameStop said that it will "provide exclusive merchandise and unique experiences at watch parties in a partnership with both companies." GameStop "wouldn't disclose how much it's investing in any of the partnerships or the performance center." The company also announced that it will "work with collegiate esports league Collegiate Star League and amateur esports crowdfunding platform Matcherino to sponsor amateur tournaments." The latest move "marks a shift in the company's strategy as it doubles down on the idea that its stores and the GameStop brand as a whole are a cultural center for gamers -- amateur esports enthusiasts in particular" (DALLASNEWS.com, 3/27).
ONE LAST STAND: In Ft. Worth, Carla Jimenez notes for GameStop, the performance center will "become the hub of its esports endeavors." While the center is a "place for Complexity teams to train, it will also be a place for amateur gamers to congregate and learn tips and tricks from professionals." Additionally, the content coming out of the performance center "will be broadcast" to each of GameStop's stores. In the past five years, GameStop has been "facing the same struggles as all brick-and-mortar retailers, but the video game industry has experienced more online disruption than most" (Ft. Worth STAR-TELEGRAM, 3/27).
For more coverage of the business of esports, visit our partners, esportsobserver.com.
