Feb 12, 2018

Sports Direct to offer e-sports in Game Digital tie-up

Sports Direct plans to open e-sports areas in some of its stores as it increases its collaboration with specialist games retailer Game Digital. Game Digital said Sports Direct had paid £3.2m for 50% of its Belong business, which provides gaming arenas. Game Digital also hosts festivals of e-sports, under the name Insomnia. Sports Direct, which is run by founder Mike Ashley, has previously said it wanted to become the Selfridges of sports retailing. Sports Direct, which has almost 500 stores in the UK, has not said how many of its stores will host the gaming outlets.

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