Game Digital offers competitive VR gaming experience in store

Game Digital has opened its first ever in-store e-sports and competitive gaming zone, as it looks to offer additional services to its customer base.

Launched in the retailer's Manchester Trafford Centre store, the space includes ten Overclockers gaming PCs and a virtual reality (VR) pod, encouraging consumers to visit the shop and engage with the latest games and video game technology.

Publisher partners will be invited to use the zone to put on community events and promote the latest releases, while participating gamers will be able to compete in leagues or take part in "retro arcade" high score challenges.

Fred Prego, marketing & insight director at Game, said: "We are enormously excited to be launching our first dedicated, permanent in-store e-sports and competitive gaming zone, providing a new destination for gamers to come together to watch, play, socialise, discover and shop their favourite games."

Game Digital – in its new guise under a fresh management team following the demise and administration of Game Group in 2012 – is looking to tap into the potential of the growing gaming market by hosting regular events and rewarding its customers, using insights garnered from its healthily-sized digital loyalty scheme and stored in a newly revamped CRM system.

Last year also saw the business splash out a reported £20 million on events business, Multiplay, highlighting its commitment to being a retailer and service provider for the community it serves. The latest in-store gaming facility, opened in Manchester, is a direct result of the recent collaboration with Multiplay.

"For years, we've been dedicated to providing competitive gaming events for local gamers in our stores," Prego added.

"Now, with this first of its kind space, we can take this to the next level – allowing us to deliver a regular programme of bespoke local e-sports competitions and social gaming events across a wide range of e-sports and other gaming titles, including Hearthstone, Counter Strike: Global Offensive, League of Legends and Minecraft."