Gfinity and Multiplaysay retailers can help make eSports a major force in the UK.
It comes as GAME is unveiled as the official sponsor of Multiplay's Insomnia54 event, which takes place over the Easter Bank Holiday weekend at Coventry's Ricoh Arena.
Its presence will include giving consumers the chance to buy and pre-order some of the games on show.
Multiplay CEO Craig Fletcher said: To work alongside such a key player in industry retail provides an invaluable benefit to the show, helping us improve what is already set to be our biggest ever event.”
The news comes as Gfinity's eSports director Paul Kent (pictured) calls on retailers to help it boost the growing sector.
Retailers and other games firms enjoy strong relationships with their customers and often have large engaged online communities,” he explained.
As such, they are in a good position to support the UK eSports market by promoting online and LAN tournaments, reporting results and winners, profiling current and emerging talent, and sharing content generated from tournaments with their followers.”