Complexity Gaming Opens the Doors to Its New Headquarters, the GameStop Performance Center

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)–lt;a href=”” target=”_blank”gt;#Complexitylt;/agt;–Complexity Gaming, one of North America’s 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 Complexity’s 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 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.”

At The Star in Frisco, Complexity’s 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. Complexity’s management
team will be able to learn and adopt best practices from one of the most
renowned professional sports organizations, and Complexity’s 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 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 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
Complexity’s 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:

  • Advanced Training Rooms: The unprecedented training rooms have
    the ability to mimic main stage competition settings, such as custom
    LED lighting, advanced sound engineering, and precision climate
  • Mind Gym: In partnership with Mamba Sports Academy and HyperX,
    the Mind Gym will feature proprietary training software, high-end
    equipment for performance training, as well as rubber flooring for low
    impact activities, such as yoga, to promote player cognitive
    preparation and mental wellness.
  • Decompression Porch: Players can recover from high-intensity
    training in a designated area that is outfitted with recovery
    equipment, cryotherapy, nap pods, flowing natural light, and calming
    music designed for mental relaxation.
  • Innovation Lab: Complexity will utilize this space to research,
    develop and test products in real time to enhance the industry
    standard for esports wellness and to boost player performance and
    longevity, as well as protect against injury.
  • Miller Lite Player Lounge: A dedicated space for players to
    relax with one another, coaches, and the management team, the Miller
    Lite Player Lounge will also feature a video wall, where Complexity
    can watch and support other esports teams during competitions. Miller
    Lite beer will be available on tap for of-age players to celebrate big
  • Stream Studio: Complexity’s players and talent will be able to
    create high-quality content in real time. Additionally, Complexity’s
    content team will be able to use the space’s versatility for filming
    original content.

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 Complexity’s 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 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.”

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.

Press event will take place later today with additional photos to come.
To learn more about the GameStop Performance Center, please visit

About Complexity Gaming

Complexity Gaming is one of North America’s longest standing and most
successful esports organizations, now owned by Jerry Jones of the Dallas
Cowboys and investor John Goff. The esports organization is led by
Founder and CEO Jason Lake, considered by many to be one of the founding
fathers of esports in North America. Complexity’s esports teams have won
more than 140 championships in nearly 30 game titles over its 15+ year
history. Staunchly committed to passion, professionalism, and a
player-first mentality, Complexity has been continuously recognized as a
global leader in modern esports. For more information on Complexity,
and follow the organization on Twitter,
and Facebook.

About The Star

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

About GameStop

the world’s largest video game retailer, offers the best selection of
new and pre-owned video gaming consoles, accessories and video game
titles, in both physical and digital formats. GameStop also offers fans
a wide variety of POP! vinyl figures, collectibles, board games and
more. Through GameStop’s unique buy-sell-trade program, gamers can trade
in video game consoles, games, and accessories, as well as consumer
electronics for cash or in-store credit. GameStop Gives, the retailer’s
social responsibility arm, unites with its associates and guests in
supporting charity by giving more than $18 million since 2015. The
retailer operates thousands of locations around the world under the
GameStop, EB Games and Micromania retail brands. Fans can find their
local GameStop store using the company’s online store
locator tool
. To get the latest news on video gaming and gear,
follow GameStop on Twitter,
and YouTube.
To learn more about GameStop and esports, please visit
GameStop, EB Games, and Micromania are part of GameStop Corp. (NYSE:
GME), a global specialty retailer that makes the most popular
technologies affordable and simple.


Jennifer Acree
[email protected]

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