UK retailer Sports Direct has collaborated with Game Digital to create spaces in its stores for shoppers to host live eSports games. The spaces are meant to provide a break from browsing, while also giving Sports Direct a new avenue into the eSports market. This venture will also give Game Digital a way to capitalize on the overlap between traditional sports and eSports. In addition to providing gaming spaces in its stores, Sports Direct has also purchased a large stake in Game Digital's gaming arena platform, Belong.
This ownership of Belong will allow Sports Direct the ability to offer many of its locations as gaming arenas and will further the presence of an eSports image within the brand. Sports Direct plans on hosting live eSports games soon and is poised to create a distinct new strategy dubbed 'shoppertainment.'
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