GAME and BELONG open gaming arena on Oxford Street

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GAME, the high street video games retailer, and BELONG, a network of gaming LAN centres in the UK, will open their brand-new venue on December 12th. Taking 7,500sq ft in an enclosed experience located in the Lower Ground floor of House of Fraser on Oxford Street. This central London location provides gamers with the ultimate gaming experience.

The BELONG Gaming Arena will have the largest permanent number of PC and consoles setup for competitive gaming in the UK. Whichever game and at whatever level gamers wish to compete in, they have the chance to play on the latest gaming equipment and compete with, or against, their friends across the most popular competitive games. 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.

Martyn Gibbs, GAME CEO, said “This has been such an exciting project and one we are very proud of. 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”.

Over the first 10 days of launch, BELONG will be hosting a multitude of different tournaments in the Arena offering an exciting experience for every gamer.


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