ESI, EQ, Veloce, 3DAT, Nations & Wanyoo announce Oxford Street Pop-up

05 October 2021


Esports Insider is proud to announce a first-of-its-kind event, the Esports Insider Oxford Street Pop-up, happening on Saturday 9th October.

The pop-up will take place at a unique venue, Sook, which is focused on offering rentable retail spaces. The venue is situated at Oxford Street, one of Europe’s most hailed and busiest shopping streets.

RELATED: Esports industry showcase ESI London returns on 8-9th November

The ESI Oxford Street Pop-Up looks to showcase esports to every passer-by and planned attendee, with interactive set-ups upstairs including a sim racing rig (Veloce Esports), an FPS accuracy game (3D Aim Trainer), and a Dragon Ball Z tournament hosted by Wanyoo Esports, as well as an apparel zone courtesy of We Are Nations.

There’ll also be enriching, accessible talks (confirm your slot by registering here!) in the downstairs area of the venue.

John Hoyle, CEO and Founder at Sook, commented: “Enabling connections and collaboration is something we strive for so we’re thrilled to be hosting Esports Insider at our Oxford Street location. Our space, combined with our in-store analytics, will allow ESI to showcase esports to the biggest possible audience. Creating innovative retail experiences like this is something we believe will transform the high street for local communities and businesses.”

The event is to be the first of many steps ESI plans to take to bring the industry closer to centre stage, as well as raise the general awareness of the public towards the significance of esports as an emerging and legitimate industry. 

Newcomers to the esports and gaming community, EQ, will be talking about how the firm sees social mobility through esports as a clear and present opportunity for players and sponsors. 

EQ Founder, Chris Bird, said: “I’m delighted to be bringing EQ into the public domain for the first time today. Over the last 5 years we have studied the sector carefully to see where EQ can add value but most importantly how we can engage with young people to create a social mobility pathway through education, enterprise and employment. We know the overall commercial opportunities in esports and gaming. For EQ however delivering initiatives for social good is at the heart of our business plan.”

Esports Insider’s Oxford Street Pop-up is also receiving strategic support from UKIE.

Cam Royal, Head of Talent at Veloce Esports, expressed: “We’re extremely excited to be featured in ESI’s Oxford Street Pop-up event. It’s a brilliant opportunity to showcase the world of sim-racing and motorsport to individuals within the gaming industry. We look forward to collaborating with other industry leaders at this event, and seeing the public’s reaction to the collective effort to display the exciting future of the gaming industry.” 

3D Aim Trainer, Wanyoo UK, Nations and Veloce, will offer competitions running throughout the day (10am – 7pm) for attendees to partake in. One of the prizes announced includes an exclusive ‘Quadrant by Lando Norris’ branded mini-helmet!

In addition, Nations, the official merchandise suppliers of the DOTA2 The International 10, are to reveal a special esports merchandise drop at their Apparel Zone.

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Kendryx, COO at Queer Women of Esports, expressed: “I’m really excited that Women in Games International and Queer Women of Esports are able to support ESI in their efforts in educating newcomers to the industry. This pop-up provides the perfect opportunity to talk about important issues in esports.”

The downstairs sessions will showcase a variety of topics for both endemics and non-endemics. Sessions and speakers will include the following:

  • Esports – The Billion Dollar (+) industry? Where is it at in 2021?
    • Chris Bird – Founder – EQ
    • Cam Royal – Head of Talent – Veloce
    • Tom Sweeney – Associate Director – The Story Mob
  • Why did the University of Warwick develop a £275,000 esports centre?
    • Jack Fenton – Esports Consultant – University of Warwick
  • Esports has a diversity problem. What is being, and what can be done?
    • Riley Soley – Media & Marketing Executive – Esports Insider

You can register for the talks, for free, here.

Sam Cooke, Co-Founder and Managing Director at Esports Insider, revealed: “We’re very much looking forward to making the most out of the amazing space Sook has created. We, together with our partners, are glad to have an opportunity like this to promote esports on one of the busiest shopping streets in Europe, and on a Saturday no less.

“The event will truly bring to light that esports is and will continue to be a key player, not just in gaming but in the wider spectrum.”

The event will be the first stepping stone in ESI’s return to physical events, with flagship event and conference ESI London taking place across 8-9th November. More on that here.

ESI's 2021 Events Calendar