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UK retailer GAME opens Belong esports arena in central London House of Fraser

UK retailer GAME opens Belong esports arena in central London House of Fraser

UK High Street retailer GAME has opened one of its Belong esports arenas in the heart of London.

The firm has rolled out one of these destination locations in the basement of department store House of Fraser on London's Oxford Circus. This follows GAME being purchased by Mike Ashley's Sports Direct this summer, following the High Street giant buying more and more of the interactive entertainment firm before eventually putting in an offer to buy. Ashley's outfit also owns House of Fraser.

The arena opens today (Thursday, December 12th) with the official Twitter account (below) saying that it has a 100-person capacity. This is also home to GAME Belong's London Wildhearts esports team. 

It's not clear whether GAME's Belong store on Wardour Street - just off Oxford Street - will remain open. That location opened three years ago and incidentally is where we got the snap of GAME boss Martyn Gibbs that leads this article. 


PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site PCGamesInsider.biz. In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for GamesIndustry.biz, VGC, Games London, The Observer/Guardian and Esquire UK.

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