GAME concessions are coming to Sports Direct shops
There are plans afoot to launch GAME concessions inside Sports Direct shops.
Today GAME entered into a "collaboration agreement" with Sports Direct as part of a £3.2m esports deal. But of note in the announcement is a line about "plans to enter into concession agreements with Sports Direct, pursuant to which Belong arenas and/or GAME Retail stores will be sited in selected Sports Direct locations".
There's no word on how these GAME concessions will look, or what stock they'll prioritise. I imagine there will be plenty of video game merchandise, particularly video game T-shirts. Will you be able to trade-in your old games for new trainers? Or new trainers for old games?
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