UK retailer Game is clearly interesting in stretching its ambition beyond selling games, as it's been revealed that the company is spending £20 million on acquiring Multiplay.
Multiplay hosts several eSports and consumer events every year, including the Insomnia Festival.
"By acquiring Multiplay we are benefitting from nearly two decades of experience, during which time Multiplay has built an exceptional reputation and leading position in its markets," Game CEO Craig Fletcher told MCV.
"Multiplay has a great management team and a fantastic culture - their passion and enthusiasm for games is infectious. Like Multiplay, our communities are at the heart of our business, and together we will be able to move even faster to grow and develop our services for both gamers and suppliers in the UK, Spain and around the world."