THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
Retail Solutions
Food & Drink
Game to open concessions and gaming areas in Sports Direct stores

Game Digital has entered into an agreement with Sports Direct in which it will roll out its Belong gaming areas and Game retail concessions in selected Sports Direct stores.


Game to open concessions and gaming areas in Sports Direct stores

As part of the agreement, Sports Direct has acquired a 50% interest in the rights of the Belong intellectual property for £3.2 million and a 50% profit share of future profits of Belong and associated venues.

Sports Direct will also provide loan facilities of up to £55 million which Game can use to fund the costs for new venues and ongoing development of the Belong website and its tournament management system linked to live booking events.

Martyn Gibbs, Game Digital chief executive, said: "I am delighted that through the collaboration agreement we are able to accelerate the implementation of a key element of our transformational strategy to move from a seller of physical products to providing gaming experiences.

“Having launched the Belong brand just over a year ago, we have now opened 19 arenas and are very encouraged by the popularity and performance of these locations. We look forward to collaborating with Sports Direct to increase the availability and scale of Belong and to capitalise on the increasing overlap between sports and esports fans by bringing this unique experience to a wider consumer base."

New venues will only be opened if both Game Retail and Sports Direct agree to do so following a proposal as part of an approval process. Game Retail will own the fixtures and fittings of the venues.

Jon Kempster, Sports Direct's chief financial officer, said: "We are very happy to partner with Game in building an increased presence in the esports market through the Belong brand. This is a very good example of building a commercial relationship via our strategic investment approach."

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe for retail news


Retail Customer Engagement Summit
Retail Customer Engagement Summit
5 June 2018
Cavendish Conference Centre, London W1
The 9th Annual Retail Customer Engagement Summit
Dentons Future of Retail Law Conference 2018
Dentons Future of Retail Law Conference 2018
14th June 2018
The Altitude SW1P 4RS
Dentons Future of Retail Law Conference 2018
Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
Mental Health & Wellbeing Forum
Mental Health & Wellbeing Forum
06 March 2018
Dr Shaun Davis aims to dig deeper into some of the steps a retail HR team can take to play their part in maintaining and improving the mental health and wellbeing of their staff.
Payment Roundtable 2018
Payment Roundtable 2018
18 April 2018
Hallam Conference Centre W1W 6JJ
Are you confident that your payment strategy is competitive and is future proof?