eSports has done nothing but rise in popularity in recent years and with the sportswear retailer, Sports Direct, set to launch gaming stands in its stores it looks like it will continue to. The United Kingdom’s largest sports-goods retailer established in 1982 by Mike Ashley, is going to team-up with Game Digital for a variety of pay-to-play concession stands as well as to produce space to host live matches in a variety of competitive video games.
However, this doesn’t come as too much of a surprise as back in 2017 Sports Direct bought a 25.8% stake in Game Digital as well as 50% of its eSports branch named Belong. Sports Direct’s chief executive Martyn Gibbs said the partnership would be part of a “move from a seller of physical products to providing gaming experiences.”
Although, having said this, there has been no news to when the eSports rollout will begin so make sure you stay tuned for further information.
