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Volume 26 No. 5
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Complexity Gaming Opens State-Of-The-Art HQ At The Star In Frisco

At the facility, glass doors give way to a public space complete with a bar where fans can game
Photo: COMPLEXITY

Esports organization Complexity Gaming officially opened its new HQ at The Star in Frisco, as it "seeks to push the boundaries of video gaming and change attitudes about an industry trying to tap its mainstream entertainment potential," according to Dom DiFurio of the DALLAS MORNING NEWS. Cowboys Owner Jerry Jones and real estate investor John Goff, who own a controlling stake of Complexity, "made an eye-popping seven-figure investment in the new space," which will be called the GameStop Performance Center. The ownership group has "birthed a vision of what esports teams could look like if they had the resources afforded to traditional sports leagues." At the facility, glass doors "give way to a sleek public space complete with desktop gaming rigs and a bar where fans can game." There is also a "semi-private portion of the center designed for the pros on Complexity's roster." The pro side contains "several training rooms intended to mimic the audience and conditions players encounter on the competition stage, as well as a room in which players can exercise their reaction speeds and minds." The Jones family sees the investment in the space as "one that will help them reach a younger audience that's been harder to tap into with traditional sports franchises" (DALLAS MORNING NEWS, 5/21).

MULTI-USE FACILITY: SPORTS BUSINESS JOURNAL's Adam Stern notes Complexity will hold some "smaller-scale competitions at the venue," but it is "not intending to hold large-scale tournaments there." Complexity Founder & CEO Jason Lake said that the team is "working with local universities that have esports programs to bring their players in to train." Complexity also has a "new relationship with Kobe Bryant's Mamba Sports Academy, an athlete training center" (SPORTS BUSINESS JOURNAL, 5/20 issue).

For more coverage of the business of esports, visit our partners, esportsobserver.com.