GameStop Aims To Be ‘Pop Warner League of Esports’ With New GameStop Performance Center

The 11,000-sq.-ft. Texas facility will serve as HQ for Complexity Gaming, host esports competitions

GameStop is officially getting into the esports game, announcing a partnership with Complexity Gaming to launch the GameStop Performance Center at The Star in Frisco, TX — headquarters of the Dallas Cowboys. The 11,000-sq-ft. esports facility, which will serve as the new headquarters for Complexity Gaming, will house a public gaming area for events, a performance training center, a video studio, and a merchandise wall.

GameStop’s new GameStop Performance Center at The Star in Frisco, TX, will be the home of Complexity Gaming.

In addition, GameStop announced a series of other new strategic partnerships focused on esports content creation (with Complexity Gaming, Infinite Esports, and Envy Gaming), gaming clinics, amateur and collegiate esports competitions (with Matcherino and Collegiate Star League, respectively), and esports watch parties. The title sponsorship of the Performance Center is “part of a broader company strategy to engage in the esports arena to help bring videogame culture and consumer experiences to life,” according to GameStop’s announcement.

“We are aiming to become the unofficial Pop Warner league of esports, where GameStop provides fun and unique cultural experiences for player development while preparing the next generation of professional gamers,” said Frank Hamlin, chief marketing officer, GameStop, in making the announcement. “It doesn’t get any better for amateurs of all ages looking to learn and compete at the highest level.”

Complexity Gaming, owned by Dallas Cowboys owner Jerry Jones and real estate investor John Goff, is one of the top esports organizations in North America and will now share headquarters with the Cowboys, allowing more-seamless coordination and integration between the two organizations.

“The opening of the GameStop Performance Center represents Complexity’s vision to further professionalize the esports industry and leverage the learnings from the Dallas Cowboys,” said Jason Lake, founder/CEO, Complexity Gaming. “We are creating a world-class facility that will engage fans both in person and online and positively impact the entire industry for decades to come.”

In addition to serving as a training ground for gaming clinics, the GameStop Performance Center will serve as a “public headquarters” for gamers and local fans through onsite activations and globally via online content.

GameStop also announced that it will be collaborating with three of the biggest names in esports — Complexity Gaming, Infinite Esports, and Envy Gaming — to create original content for gamers.

Gaming Clinics, Amateur and College Tournaments, Watch Parties
GameStop will develop an educational esports series of gaming clinics and tournaments in which amateur players can participate through a mix of live and virtual events.

GameStop will be participating in hundreds of amateur tournaments this year and has partnered with Matcherino — a crowdfunding resource for esports organizers, prize tournaments, and streamers — to engage and incentivize fans through targeted offers.

In addition, GameStop is partnering with Collegiate Star League (CSL) to activate collegiate esports tournaments across online and on-campus platforms. As the official retail partner of CSL, GameStop will have a presence across all digital platforms, including social-media channels, and will participate in key events, such as the Summer School League, a back-to-school campus tour this fall, and the 2020 CSL Grand Finals.

GameStop also plans to provide esports experiences for fans in major markets across the country, giving gamers special access to exclusive events, merchandise, and more.