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GameWorks and JLL partner to bring more FECs and esports lounges to US

gameworks eSports

GameWorks has partnered with JLL to bring its integrated entertainment centres and esports lounges to more locations in the US.

“Our goal with our expansion plans is to open large locations in key cities, each with full-service, high-tech, high-touch lounges and further strengthen our leadership position in an explosive market that continues to boom,” said GameWorks Chairman and CEO Philip N Kaplan.

GameWorks currently operates seven entertainment centres in seven states, each with an esports lounge, arcade gaming floor, and The Works Kitchen restaurant.

Some locations feature additional entertainment options, including virtual reality experiences and laser tag.

“Over the past several months, we have been bolstering our offering across all our venues, particularly in the esports realm and subsequently emerged among the nation’s most influential and largest esports players. We are a destination venue with a built-in, growth demographic,” said Kaplan.

“GameWorks is right there with an esports experience that brings players and spectators the experience they demand. We look forward to working with JLL to expand our footprint throughout the country.”

JLL, a real estate and investment management firm, will oversee site selection and transaction services on behalf of GameWorks.

Experiential entertainment

JLL’s Scott Wetzel added: “We are working with GameWorks’ executives to identify key markets, submarkets and neighbourhoods to expand into and meet the goals of the company.

“As the retail industry evolves, experiential entertainment venues continue to be a vital draw for shopping centers, retail corridors and the overall community. GameWorks is the ideal complement for retailers looking to drive customer traffic.”

The growth of esports

esports is a rapidly growing industry, set to challenge NFL with a predicted 300 million viewers by 2022.

Blooloop spoke with industry experts Professor Andy Miah and Brian Mirakian about the growth of esports and what it means for the visitor experience.

Image: GameWorks

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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