GameStop has partnered with reputable eSports organization Complexity Gaming to sponsor the team's new eSports headquarters in Frisco, Texas. The move comes as GameStop is hoping to embed itself in the ever-blossoming eSports market.

“We are aiming to become the official minor leagues 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,” says Frank Hamlin, Chief Marketing Officer for GameStop.

GameStop and Complexity Gaming are scheduled to open the all-new GameStop Performance Center in May of this year. The 11,000-square-foot space is being pegged as the "most advanced esports facility in the country," complete with a public gaming area for fans and sponsors and a cutting-edge performance training facility with data analytics, enhanced gaming equipment, a video studio and a merchandise wall. Residing at The Star in Frisco, Texas, the center will share a location with the Dallas Cowboys headquarters.

In addition to serving as a training area for eSports competitors, the GameStop Performance Center will act as a space where gamers can come together to celebrate their love for video games.