Sports Direct plans to launch gaming concessions and e-sports areas in some of its stores, after owner Mike Ashley signed a £3.2m deal with video games retailer Game Digital to buy 50% of its e-sports division Belong.
The sportswear business previously bought a 25.8% stake in Game last year. It has not said how many of its stores will host the gaming concessions.
Jon Kempster, Sports Direct’s chief financial officer, said: “We are very happy to partner with Game in building an increased presence in the e-sports market through the Belong brand. This is a very good example of building a commercial relationship via our strategic investment approach.”