announced Wednesday that it will partner with nearly
every major esports organization in Texas in what could
be a pivotal move for a company that’s been struggling
for years to redefine itself.
company executive billed the move as “giving power
back to the players” — a play on the company’s
motto, “Power to the Players.”
GameStop will work with professional esports teams
including Complexity Gaming, which was acquired by Jerry
Jones two years ago. Complexity Gaming’s new
headquarters at Frisco’s The Star will be named the
GameStop Performance Center, and GameStop claims that it
will be the most advanced esports facility in the
center will be a training ground for players and a place
where fans can gather. It’s expected to open in May.
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
says it will provide exclusive merchandise and unique
experiences at watch parties in a partnership with both
wouldn’t disclose how much it’s investing in any of
the partnerships or the performance center.
On top of
its professional partnerships, the company announced
that it will work with collegiate esports league
Collegiate Star League and amateur esports crowdfunding
platform Matcherino to sponsor amateur tournaments.
aiming to become the official minor leagues of esports,”
GameStop chief marketing officer Frank Hamlin said in a
statement. In the long term, Hamlin said last week that
he sees a future in which GameStop becomes a gathering
point for locals to compete with players at other
in North Texas are rapidly expanding, and cities have
begun vying for partnerships with teams that would bring
esports events closer to their residents. Arlington
transformed its convention center into a $10 million
sport arena, and Allen will hosta first-of-its-kind
Overwatch League event in April.
went and talked to Microsoft or Sony, and you looked
where players came from, for whatever reason for many
years the D-FW region has always indexed higher,”
with the continual decline of physical video game sales,
analysts have long wondered how GameStop could turn
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.
about the former video game retail giant has swirled in
recent months amid news that GameStop had decided not to
sell itself and had named a new CEO in March who would
lead the company in a shift away from selling games.
Just last week, GameStop’s stock slipped to a new
14-year low after Google announced that it was entering
the video game space with streaming tech that some say
could potentially eliminate the need for a physical