Complexity Gaming debuts esports headquarters at The Star in Frisco – Community Impact Newspaper

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 Complexitys athletes, coaches and front office management.

Weve always tried to be the cutting edge of the (esports) space. Weve 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 weve built and theyre 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.

Now were seeing with esports that you dont 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. Its 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 Gamings 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 its coming to fruition.

Video: Look inside Complexity Gamings new H.Q. in Frisco at The Star

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. Theyre obviously the worlds most valuable sports franchise, Lake said. And I think it provides validation that everything that weve been trying to build in global esports for over a decade.

First-of-its-Kind Facility Located on Campus at The Star in Frisco, the World Headquarters of the Dallas Cowboys, Aims to Boost Player Longevity and Advance Esports Industry

FRISCO, Texas–(BUSINESS WIRE)–Complexity Gaming, one of North Americas most elite and longest standing esports organizations, today opened the doors to its highly anticipated new headquarters, the GameStop Performance Center. The first-of-its-kind facility is a manifestation of Complexitys continued commitment to the advancement of the esports industry and its vision for the Esports 3.0 era, where esports athletes are treated like professional sports athletes.

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, Founder and CEO, Complexity Gaming. Given our organizations 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.

At The Star in Frisco, Complexitys 11,000-square-foot headquarters is just steps from the Dallas Cowboys World Headquarters, allowing for seamless coordination between the two organizations, and establishing Complexity as one of the first esports organizations to fully integrate and connect with a traditional sports franchise. Complexitys management team will be able to learn and adopt best practices from one of the most renowned professional sports organizations, and Complexitys esports athletes will be able to train within the same facilities as the Dallas Cowboys players and enjoy professionally prepared nutritional meals together at the Training Table inside Ford Center at The Star, as well as access state-of-the-art facilities, such as Cowboys Fit.

The opening of Complexity Gamings headquarters at The Star provides fans of all ages an opportunity to engage with our franchises in a unique, hands-on way, said Jerry Jones, Owner, President and General Manager, Dallas Cowboys. 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.

Designed by leading design firm ICRAVE, the GameStop Performance Center houses a public area and retail space for visitors, as well as cutting-edge performance facilities for team members, including recovery, wellness and mental health amenities. The private area allows Complexitys athletes, coaches and front office management to oversee day-to-day operations, while also providing a variety of resources to improve players physical and mental skills through:

With The Star serving as a cornerstone of the local Frisco community, the GameStop Performance Center will also be open to the public to socialize, shop for Complexity merchandise, attend events, and enjoy other entertainment beginning in summer 2019. The public space will feature a 50-foot LED ribbon, as well as a Planar-provided 18-foot video wall that streams a variety of esports content from live tournament coverage to Complexitys original series. Tablets will be available to casual gamers interested in playing the hottest mobile game titles, while high-powered gaming stations allow esports enthusiasts to go head-to-head in the latest PC games.

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, GameStop. It doesnt 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.

To further illustrate its vision for the future of esports, Complexity has partnered with a variety of endemic and non-endemic industry leaders, such as GameStop, MSI, HyperX, Planar, and MillerCoors. Beyond providing value to Complexity, each partnership has been constructed to advance the esports industry as a whole, such as engaging the esports community globally and locally, uncovering and sharing solutions that prevent esports injuries and extend professional careers of esports athletes, and creating meaningful esports experiences.

The Star is the 91-acre campus of the Dallas Cowboys World Headquarters and training facility in Frisco, Texas. Developed as a first-of-its-kind partnership between the City of Frisco, Frisco ISD and the Dallas Cowboys, The Star features Ford Center, a 12,000-seat stadium that hosts Frisco ISD football games, concerts and other events; Cowboys Fit, a 60,000-square-foot gym developed in partnership with leading fitness developer, Mark Mastrov; Cowboys Club, a members-only club where the country club meets the NFL; the Omni Frisco Hotel, a 16-floor, 300-room luxury hotel; Baylor Scott & White Sports Therapy & Research at The Star, a 300,000-square-foot center of excellence for sports medicine; Twelve, a 17-story, luxury residential tower in partnership between Pro Football Hall-of-Fame Quarterback #12 Roger Staubach, and Dallas-based developer and former Dallas Cowboys center, Robert Shaw; as well as a variety of shopping, dining and nightlife options throughout The Star District. For more information on The Star, visit www.TheStarInFrisco.com.


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