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Sports Direct Buys Half Of GAME's Esport Arena Business

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Sports Direct have continued their move in to esports by purchasing 50% of GAME’s esport arena business Belong for £3.2m. The move will see Sports Direct take 50% of all profits and GAME and Belong will now be integrated in to some of the Sports Direct stores on the high street.

Sports Direct already own 29% of GAME itself, having swooped on the company when their shares crashed (again) in July last year. Some of the £55m in capital supplied by Sports Direct will also be used to update the Belong website and for ‘new ventures’. Presumably that will include ridiculously oversized Belong mugs.

Source: GI.Biz

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3 Comments
  1. Avenger
    Member
    Since: Oct 2012

    …Leaves the other half to go bust.

    Comment posted on 12/02/2018 at 17:34.
  2. ico
    Member
    Since: Aug 2010

    Ah. There’s nothing like two ethical, fair, consumer orientated companies coming together for the greater good…. and this is NOTHING like two ethical, fair, consumer orientated companies coming together for the greater good.

    Comment posted on 12/02/2018 at 18:16.
  3. Gareth Chadwick
    Member
    Since: Forever

    Well it’s a good job I haven’t used Game for years as I strongly dislike Sports Direct.

    Comment posted on 13/02/2018 at 02:39.