Complexity Gaming opens GameStop Performance Center

North American esports organisation Complexity Gaming officially open the doors of its 11,000-square-foot headquarters, the GameStop Performance Center.

Designed by firm ICRAVE, the center comprises of performance facilities for Complexity Gaming’s players, as well as a public area and retail space for fans and visitors.

Complexity Gaming GameStop Performance Center
Photo credit: Complexity Gaming

Jason Lake, Founder and CEO of Complexity Gaming discussed the opening in a release: “We see the opening of our new headquarters as a critical step toward the professionalization of the esports industry overall and our vision for Esports 3.0. Given our organization’s deep history, we are excited to continue this journey with an unprecedented facility that will drastically improve the lives of our players and provide a permanent home at The Star in Frisco for our fans old and new.”

The GameStop Performance Center includes the Mind Gym, a room focused on the development and training of core cognitive functions in partnership with HyperX and Mamba Sports Academy. In a deal with beer brewing company MillerCoors, there’s also the Miller Lite Player Lounge for players to let off some steam and observe gameplay. Other areas include “advanced training rooms”, the “decompression porch” for players to recover following training, the “Innovation Lab” where research and testing will take place, and a streaming studio.

GameStop Performance Center Outside
Outside of the GameStop Performance Center. (Photo credit: Complexity Gaming)

Jerry Jones, Owner & President of Dallas Cowboys also commented: “The opening of Complexity Gaming’s headquarters at The Star provides fans of all ages an opportunity to engage with our franchises in a unique, hands-on way. The GameStop Performance Center will bring a new excitement to the world of esports and adds yet another unique experience to The Star that fans and visitors will be able to see up close and in person on our campus.”

Complexity Gaming unveiled a brand new identity earlier this month, bringing its branding more inline with that of the Dallas Cowboys. The rebrand included a new logo and colours, new merchandise, and a new company manifesto.

Esports Insider says: Complexity Gaming has done a great job in securing cool partners and its rebrand makes sense (whether you like it or not), but this is its biggest move in 2019 so far. A few centers have been around for a while now but it appears, from what we’ve seen at this time, that this has been well planned out and has a lot of potential for years to come. Congratulations to Jason Lake and his team!

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