During our country’s lockdowns over the last two years, competitive online gaming proliferated. Because there were closures of both schools and organized sports programs, the youth in America were forced to find alternate modes to channel their need for competitive play and socializing. Thus, the online gaming industry took off. Consequently, for 2022 and beyond, there will be a rise of gaming-themed retail venues.
Belong Gaming Arenas, a U.K.-born brand that first began opening units in the U.S. in the summer of 2021, now has four units in the states. The entertainment gaming venue brand is planning to greatly expand its presence into all markets of the country over the next five years.
“Our intention is to ultimately see a Belong Gaming Arena within reach of every gamer in the U.S.,” said Martyn Gibbs, the CEO of Belong Gaming Arenas. “Belong will exist in a variety of different retail and entertainment spaces, from standalone arenas to within shopping centers and strip malls.”
Gibbs added that certain locations may be smaller or larger to accommodate lounges, private rooms, professional esports team collaborations, and even stages for fans to watch live matches in the arenas.
“While our primary function at Belong is to serve as a place for people to play games and compete, an important part of our proposition is retail,” he said. “Our customers are able to use top-line gaming equipment, such as PlayStation 5, OMEN by HP and HyperX peripherals, during their visit and then have an opportunity to purchase afterward.”
The gaming crowd tends to be more youthful, and Belong is, in fact, gearing much of its growth toward that audience.
“Adolescents, students and young adults are an important and majority part of our demographic to which we focus our programming around,” Gibbs said. “Our arenas will be strategically situated in suburbs adjacent to high schools and colleges, as well as in busy metropolitan areas, where a key demographic for us lives.”
Belong also expects to tap into new demographics interested in its concept, and not just the tween/teen segment. This allows the gaming arenas to situate themselves near all types of retail co-tenants, and not just those that cater to the younger demographic.
“Our consumer base comprises a diverse group of gamers of all ages, ethnicities and identities, as well as their families and friends, and Belong Gaming Arenas are safe and inclusive spaces for this diverse group to come together and celebrate a shared love of gaming,” Gibbs said. “There are more than three billion individuals who identify as gamers worldwide, all with varying interests and backgrounds; this means that most neighboring businesses that can attract any type of audience will likely have a percentage of them interested in gaming and visiting Belong.”
For more details about gaming brands expanding their presence in the U.S., please subscribe to the Retail Tenants Report.
Editor’s note: A previous version of this article identified Belong Gaming Arenas as “a U.K. brand.” It has been edited to clarify the current state of the company.
