Complexity Gaming‘s vision for the “esports 3.0” era has manifested in the opening of its new headquarters right next to the Dallas Cowboys World Headquarters. The GameStop Performance Center is an 11,000-square-foot building constructed on 90 acres of land, where the organization’s various esports teams will practice similarly to their football counterparts, all owned by the same man: president Jerry Jones.
“We see the opening of our new headquarters as a critical step toward the professionalization of the esports industry overall and our vision for esports 3.0,” Complexity Gaming CEO Jason Lake said.
The facility will “drastically improve” the players’ lives, as well as provide a “permanent home” for fans.
Jerry Jones himself stepped forward to remark on the new facilities and their potential impact for players and fans alike. Jones has established a reputation for building state-of-the-art facilities with the Dallas Cowboys’ new home, and seems to want the same for the esports organization he has now invested into.
“The opening of Complexity Gaming’s headquarters at The Star provides fans of all ages an opportunity to engage with our franchises in a unique, hands-on way. The GameStop Performance Center will bring a new excitement to the world of esports and adds yet another unique experience to The Star that fans and visitors will be able to see up close and in person on our campus,” Jones said.
The GameStop Performance Center includes a public retail space for visitors as well as performance facilities for team members. These facilities include recovery, wellness, nutrition, and mental health ameneties. Coaches will oversee day-to-day operations and manage their players from within the facility.
The training rooms are meant to replicate main stage competition settings, complete with LED lighting and advanced sound engineering. Through a partnership with Mamba Sports Academy and HyperX, the training rooms will also feature training software.
Complexity’s teams can further prepare for upcoming tournaments in an innovation lab, where they can research, develop, and test products in real time. The facility is not only meant to boost players’ performances, but their overall well-being, through rubber flooring for yoga and a “decompression porch” where players can relax with nap pods, calming music, and recovery equipment.
Then there is of course the Miller Lite Player Lounge, where players can watch matches, relax with their teammates, and create original content.
The public space within the GameStop Performance Center is for more than shopping Complexity Gaming merchandise. Fans can also socialize and enjoy a variety of events. With a 50-foot LED ribbon and an 18-foot video wall, guests can view live tournament coverage and Complexity’s upcoming matches. The space will also feature tablets for fans who want to play mobile games and gaming stations for friendly competitions.
The facility is a sign of GameStop’s continued pivot towards both esports and community engagement as the company’s traditional trade-in business model continues to suffer in an increasingly digital gaming marketplace.
“We believe GameStop is the cultural center for gaming across every local neighborhood, and the GameStop Performance Center will become the epicenter for esports training where amateurs can gain access to insights and strategy from some of the best professionals in esports,” GameStop’s chief marketing officer Frank Hamlin said.