In possibly the most bizarre gaming news so far this year, Sports Direct has acquired 50% of Game’s esports arena’s, Belong.

Game currently has 19 ‘Belong’ arena’s that allow gamers to use ‘professional’ rigs to play games like PUBG, Rocket League and League of Legends.

And this model has become incredibly popular amongst children’s parties and gamers and wannabe competitive teams looking for somewhere to practice.

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Goal sign professional FIFA player from SPFL outfit Hibernian FC

Despite Game believing that Belong is a key part of their digital future, they have agreed to sell 50% of the IP rights to Mike Ashley’s Sports Direct for ยฃ3.2m as well as 50% of all future profits.

And now it looks like Sports Direct will be implementing Belong arena’s into their own stores as Ashley looks to offer customers ‘experiences’ as well as simply shopping.

‘Overlap between sports & esports fans’

Game CEO Martyn Gibbs revealed: “We look forward to collaborating with Sports Direct to increase the availability and scale of Belong and to capitalise on the increasing overlap between sports and esports fans by bringing this unique experience to a wider consumer base.”

While Sports Direct CFO Jon Kempster added: “We are very happy to partner with GAME in building an increased presence in the esports market through the Belong brand.


“This is a very good example of building a commercial relationship via our strategic investment approach.”

As you can imagine, mixing the world of esports and one of the most controversial business owners in the country has been met with some interesting reaction.

In fact, many esports and gaming fans, in general, took to Twitter to share their thoughts on the odd deal.

How Twitter reacted

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