Mike Ashley to introduce e-sports gaming stations into Sports Direct stores

North East | Retail | Technology
Sports Direct
Sports Direct will introduce e-sports into its retail stores

Sports Direct owner Mike Ashley is set to introduce e-sports, professional gamers battling it out in front of crowds, into his high-street retail stores.

The Newcastle United owner who holds a 26% stake in Game, has now picked up 50% of the video games retailer’s Belong e-sports division for £3.2 million.

Sports Direct will also provide Game’s Spanish arm with £55 million of borrowing, which is available to use to fund the roll out of more arenas.

Game boss Martyn Gibbs said: “As more consumer focus and spend moves to experiences, we are well advanced in delivering unique, world class gaming at both local and national level.

“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.”

The retailer, which saw half-year pre-tax profits plunge 67.3% to £45.8 million, also has stakes in Debenhams and French Connection.

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