Complexity Gaming, an eSports company owned by Jerry Jones, president of the Dallas Cowboys NFL franchise, has opened a new headquarters adjacent to the Cowboys World Headquarters in Frisco Texas.
The facility meets Complexity’s vision for the “esports 3.0” era, where eSports athletes are treated like professional sports athletes, the company said in a press release.
“We see the opening of our new headquarters as a critical step toward the professionalization of the esports industry overall and our vision for esports 3.0,” said Jason Lake, CEO of Complexity Gaming, in the release. “Given our organization’s deep history, we are excited to continue this journey with an unprecedented facility that will drastically improve the lives of our players and provide a permanent home at The Star in Frisco for our fans old and new.”
The 11,000-square-foot headquarters allows for coordination with the Cowboys organization, so that the business can be fully integrated with a traditional sports franchise, the release said.
“The opening of Complexity Gaming’s headquarters at The Star provides fans of all ages an opportunity to engage with our franchises in a unique, hands-on way,” said Jones, owner of the Dallas Cowboys, in a statement. “The GameStop Performance Center will bring a new excitement to the world of esports and adds yet another unique experience to The Star that fans and visitors will be able to see up close and in person on our campus.”
Created by design firm Icrave, the GameStop Performance Center houses a public area and retail space for visitors as well as performance facilities for team members, including recovery, wellness, and mental health amenities, the release said.
The center will also be open to the public to socialize, shop for Complexity merchandise, attend upcoming events, and enjoy other entertainment beginning in summer 2019.
“We believe GameStop is the cultural center for gaming across every local neighborhood, and the GameStop Performance Center will become the epicenter for esports training where amateurs can gain access to insights and strategy from some of the best professionals in esports,” said Frank Hamlin, chief marketing officer for GameStop, in a statement. “It doesn’t get any better for amateurs of all ages looking to learn and compete at the highest level with this state-of-the-art training facility.”
