Mike Ashley game for greater video exposure

0 Game Digital says it wants to drive ‘world class gaming’ both locally and nationally Billionaire retailer Mike Ashley is to delve deeper into the world of video game retailing after striking a deal with Game Digital to introduce “e-sports” concessions into his Sports Direct stores.

Ashley, who already holds a 26 per cent stake in Game, has now picked up 50 per cent of its Belong e-sports division for £3.2 million.

So-called e-sports involve professional gamers battling it out in front of crowds at events such as Insomnia.

Game boss Martyn Gibbs said:“asmoreconsumerfocus and spend moves to experiences, we are well advanced in delivering unique, world class gaming at both local and national level.

“Havinglaunchedthebelong brand just over a year ago, we have now opened 19 arenas and are very encouraged by the popularity and performance of these locations.”

Sports Direct will also provide Game’s Spanish arm with £55m of borrowing to help fund the rollout of more arenas.