GameStop on Wednesday detailed its plans to expand into esports, announcing a series of strategic partnerships with three Texas-based esports organizations.

Leading the announcement is GameStop’s new alliance with Complexity Gaming, one of North America’s longest-standing esports organizations. GameStop will serve as the title sponsor for what it calls “the most advanced esports facility in the country” at The Star in Frisco, Texas.

Opening this May, the 11,000-square-foot facility will house a public gaming area for fans and sponsors, a high-performance training area, video studio, retail area and enhanced gaming equipment. It’ll also share a location with the headquarters for the Dallas Cowboys, whose owner, Jerry Jones, partially owns Complexity Gaming.

“The opening of the GameStop Performance Center represents Complexity’s vision to further professionalize the esports industry and leverage the learnings from the Dallas Cowboys who also call The Star home,” said Jason Lake, founder and CEO of Complexity Gaming. “We are creating a world-class facility that will engage fans both in person and online and positively impact the entire industry for decades to come.”

GameStop also struck deals with Infinite Esports and Team Envy, two of the biggest units in the esports community, to implement new initiatives like gaming clinics, Overwatch viewing parties, and live and virtual esports tournaments sponsored by Collegiate Star League and Matcherino.

Gamestop says these moves are part of a broader strategy to not only engage in the esports space, but to help bring videogame culture and consumer experiences to life in-person at its Texas facility and globally through online content.

“We are aiming to become the unofficial pop warner league of esports where GameStop provides fun and unique cultural experiences for player development while preparing the next generation of professional gamers – it doesn’t get any better for amateurs of all ages looking to learn and compete at the highest level,” said Frank Hamlin, chief marketing officer for GameStop.

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