Strategic Partnerships Roll Out in Advance of Complexity Gaming’s New Esports HQ: The GameStop Performance Center

Dallas' Complexity Gaming has a new headquarters at The Star in Frisco. Leading up to the grand opening next week, Complexity has announced a string of partnerships—with GameStop, Mamba Sports Academy, HyperX, and MillerCoors—and a brand overhaul to better align with the Dallas Cowboys.

Complexity Gaming, which bills itself as one of the most elite and longest-standing esports organizations in the U.S., announced in March it was relocating its headquarters. Together with GameStop, Complexity is opening the new GameStop Performance Center, an 11,000-square-foot esports facility at The Star in Frisco. Since then, Complexity has continued to make big moves in a slew of partnerships—all aimed at advancing the professional esports industry and bringing the video game culture to life.

Complexity is calling its new HQ the first, and most advanced, esports facility of its kind in the country. In Complexity sharing a home base with the Dallas Cowboys (both are conveniently owned by Jerry Jones), the two organizations will be able to seamlessly integrate and coordinate, moving forward.

The grand opening for the GameStop Performance Center (GSPC) is set for Monday. The Grapevine-headquartered video game retailer will serve as the title sponsor of the GSPC, which will house a public gaming area, data analytics-driven performance training, enhanced gaming equipment, a video studio, and a merchandise wall.

[Image: via Complexity Gaming on YouTube]

[Image: via Complexity Gaming on YouTube]

Complexity’s founder and CEO, Jason Lake, said the move represents the team’s vision to further professionalize the esports. “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,” he said.

[Image: via Complexity Gaming on YouTube]

Through the partnership with GameStop, Complexity said it hopes to engage fans in the region and globally through onsite activations, educational clinics, watch parties, and online content.

But it’s not the only partnership that’s going to do so.

Complexity teams up with Mamba Sports Academy and HyperX

Located inside the new headquarters will be what Complexity is calling a “proprietary Mind Gym.” The launch is in coordination with Mamba Sports Academy, Kobe Bryant’s California-based multi-sport training center for youth, and HyperX, a gaming division of independent memory manufacturer Kingston Technology Co.

The Mind Gym aims to promote mental wellness and give esports athletes development, training, and improvement of core cognitive functions. Complexity COO Kyle Bautista said it’s part of the organization’s “holistic approach to cognitive health” to help gamers reach peak performance.

[Image: via Complexity Gaming on YouTube]

Complexity said the Mind Gym will be outfitted with Mamba Sports Academy’s cognitive equipment, HyperX Cloud Alpha headsets, and rubber flooring for yoga and other recovery activities.

It will also feature six interactive stations with esports-specific protocols designed to push users to maximum performance in cognitive speed, accuracy, and focus. Mamba Sports said this type of training is important in esports because every moment counts—down to the millisecond.

MillerCoors joins the Complexity family

MillerCoors and Complexity Gaming have entered into a strategic partnership that they say will help the alcoholic beverage company become an organic part of the esports community. The multifaceted alliance includes a variety of elements: a Miller Lite Player Lounge within the GSPC, beer on-tap for of-age players, an original content series, watch parties at the GSPC, and co-branded merchandise.

“We have spent the last year and half learning as much as possible about the gaming space and introducing ourselves to the community through influencer activations and live-stream media partners,” Anup Shah, VP of marketing for the Miller family of brands, said in a statement. “While the reception we have received to this point has been nothing but positive, we want to extend our presence in an authentic way and believe that Complexity is the right partner to help us do that.”

Complexity shifts its brand to align with the Dallas Cowboys

To go along with its new headquarters at The Star, Complexity announced that it is making moves to more uniquely align with its sister team, the Dallas Cowboys.

[Image: via Complexity Gaming on YouTube]

In the organization-wide shift, Complexity intends to represent the push toward “Esports 3.0”: esports athletes and professional sports athletes being treated the same. The brand overhaul will include a new logo, color scheme, and website, along with an expanded company vision. The five-pointed star on the logo design are representative of Complexity’s five C’s brand pillars of competition, community, culture, cause, and convergence. 

[Image: via Complexity Gaming on YouTube]

Complexity said it’s also building on its manifesto, “This is Our Game,” to better represent inclusion, access, and support for the next generation of esports players and fans.

“We’re not just changing a logo. We are building upon Complexity’s legacy as an innovator in the space by paving the way yet again,” Lake said in a statement. “This expanded vision takes everything we have learned over the course of the last 16 years as a premiere esports organization and levels it up—setting a new standard and revolutionizing how esports organizations should operate.”

This article was updated on Monday, May 20 at 10:42 a.m.

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