Esports Set For Sports Direct Stores With Game Tie-up

Sports Direct is set to offer esports arenas in some of its stores as it increases its partnership with games retailer, Game Digital.

In 2017 the retailer bought a 25.8% stake in Game Digital, and will also pay £3.2m for 50% of its Belong business, which provides gaming arenas. Belong was launched in 2017 and runs 19 venues.

Sports Direct, owned by Mike Ashley, will also provide a £55m loan to Game’s Spanish division to help fund development of more venues. As part of the new deal, 16 new Belong arenas planned to open this year will be within Sports Direct stores.

Belong has groups of gamers dubbed Tribers around UK cities with teams such as London Lionhearts, Preston Invincibles and Manchester Swarm. Belong charges up to £7 an hour to play and other experiences can be booked such as 10 minutes of VR for £5 or parties.

Game Digital said: “The arenas provide dedicated space for both PC and console gamers to play with friends, compete in tournaments, enjoy gaming nights, celebrate new games and technology launches, and share game themed events and experiences.”