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GAME and Belong open UK’s largest gaming arena

‘Ultimate gaming experience’ is located in House of Fraser on London’s Oxford Street.

High street video games retailer, GAME has partnered with Belong – the largest network of gaming LAN centres in the UK – on a new venue.

The 7,500sq ft space – which opened yesterday (December 12) in House of Fraser on London’s Oxford Street – is billed as the ‘ultimate gaming experience’.

The Belong Gaming Arena will have the largest permanent number of PC and consoles set up for competitive gaming in the UK. 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,” said Martyn Gibbs, GAME’s ceo. “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.”

Over the first ten days of launch, Belong will be hosting a multitude of different tournaments in the arena.

In addition, the new GAME store will stock games, consoles, peripherals, digital content and a wide array of gaming merchandise.

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