Complexity Opens GameStop Performance Center

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FRISCO, Texas – Complexity Gaming has a brand-new home, just steps from the Dallas Cowboys’ world headquarters.

The esports franchise opened its doors Monday to the GameStop Performance Center at The Star in Frisco, a groundbreaking training facility for Complexity’s athletes, coaches and front office management.

“We’ve always tried to be the cutting edge of the (esports) space. We’ve always tried to grow the space in addition to our own company,” said Jason Lake, founder and CEO of Complexity. “I think the GameStop Performance Center is really a big step in the right direction. I think other people are going to come here to see what we’ve built and they’re going to try to emulate it around the world.”

Jason Lake of Complexity Gaming, Stephen Jones of the Dallas Cowboys, Mayor Jeff Cheney of Frisco, John Goff of Goff Capital, Travis Goff of Goff Capital at the ribbon cutting to open the GameStop Performance Center at The Star in Frisco, Texas.

Esports gaming is growing internationally at a rapid pace, and in 2017 the Cowboys and investor John Goff joined the Complexity ownership group. Complexity is one of North America’s elite esports organizations, with more than 140 championships in nearly 30 game titles since its inception in 2003.

“Now we’re seeing with esports that you don’t have to be 6-foot-4, 240 (pounds) and run (a) 4.4 (40-yard dash) to be an athlete anymore,” Cowboys chief operating officer Stephen Jones said. “It’s certainly working.”

Located across the street from Cowboys headquarters, the 11,000-square-foot GameStop Performance Center allows for seamless coordination between the two organizations and establishes Complexity as one of the first esports organizations to fully integrate and connect with a traditional sports franchise.

The GameStop Performance Center will house day-to-day operations for Complexity and provide resources to improve players’ physical and mental skills. Features and amenities include advanced training rooms, including a Mind Gym to enhance performance training; a decompression porch for recovery from high-intensity training; an innovation lab for research, development and testing of esports products; a Miller Lite Player Lounge; and a stream studio for creating high-quality content in real time.

In addition, the GameStop Performance Center will be open to the public to socialize, shop for Complexity merchandise, attend events, and enjoy other entertainment beginning in summer 2019.

“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,” Cowboys owner/general manager Jerry Jones. “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.”

The GameStop Performance Center is yet another state-of-the-art addition to The Star district, located across the street from Ford Center and Baylor Scott & White Sports Therapy & Research. Twelve Cowboys Way, a luxury 17-floor apartment complex, will be a first-class complement the shopping and dining spaces in the district.

“About The Star, one thing we always dreamed about is to have a place where people work, where they live and where they play,” Jones said. “Obviously it’s coming to fruition.”

Complexity recently underwent a rebrand that aligns with its Cowboys partnership. Lake said working alongside the Jones family is “an honor.”

“I think the global esports community is really excited the Cowboys are involved. They’re obviously the world’s most valuable sports franchise,” Lake said. “And I think it provides validation that everything that we’ve been trying to build in global esports for over a decade.”

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