compLexity Gaming announces GameStop Performance Center

27 March 2019


compLexity Gaming has that announced its new headquarters will be titled the GameStop Performance Center as a result of a three-year naming rights deal.

Opening in May this year, the North American organisation’s headquarters is located at The Star in Frisco, Texas alongside the Dallas Cowboys.

GameStop Performance Center
GameStop Performance Center. Credit: compLexity Gaming

Jason Lake, Founder and CEO of compLexity Gaming discussed the center: “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 who also call The Star home. 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.”

The GameStop Performance Center is a 11,000 square foot facility that will have a public gaming area for fans and sponsors, a video studio, a merchandise wall, and “cutting-edge performance training” through the use of data analytics.

Frank Hamlin, Chief Marketing Officer for GameStop added: “We are aiming to become the official minor leagues of esports where GameStop provides fun and unique cultural experiences for player development while preparing the next generation of professional gamers – it doesn’t get any better for amateurs of all ages looking to learn and compete at the highest level.”

As well as GameStop, compLexity Gaming is partnered with the likes of Twitch, HyperX, Panini, WinStar World Casino and Resort, and H4X.

Esports Insider says: After hearing about compLexity’s upcoming headquarters for so long, it’s nice to receive some more details about it. GameStop is obviously going all-in on its esports efforts, having just partnered with Team Envy and Dallas Fuel too.

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