Game, Belong Open U.K.’S Largest Gaming Arena

The gaming experience spans 7,500 square feet and offers retail, competitions and more.
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December 12, 2019


Game, a leading high-street video games retailer, and Belong, a network of gaming LAN centers in the U.K., will open their brand-new venue on Dec 12. The 7,500-square-foot enclosed experience is located in the Lower Ground floor of House of Fraser on Oxford Street.

The Belong Gaming Arena boasts the largest permanent number of PC and consoles setup for competitive gaming in the U.K. Gamers have the chance to play using the latest gaming equipment and compete with, or against, their friends. Players can also participate in Battle Royale tournaments with up to 100 other competitors.

Belong also introduces its first pro-room, built and designed for professional esports players and upcoming amateur teams, to practice and compete, streaming stations for established or budding influencers and two purpose-built gaming rooms for parties and functions.

“This has been such an exciting project and one we are very proud of,” says Martyn Gibbs, chief executive officer, Game. “Joining the Sports Direct

group has given Game and Belong further opportunities; Oxford Street is the perfect place to create the best retail and gaming experience for players. This is a new look and feel for Game and our largest Belong arena to date. We are very much looking forward to creating some great tournaments and in-store offers throughout Christmas and 2020. Through listening and working with our gaming community, we believe we have created the best gaming venue possible and look forward to welcoming every gamer.”

Throughout the first 10 days of launch, Belong will host a multitude of different tournaments in the Arena offering an exciting experience for every gamer.

The new Game store offers options for gamers to purchase games, consoles, peripherals, digital content and a wide array of gaming merchandise.

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