The growth of esports into experiential retail destinations continues.

Simplicity Esports and Gaming Co. opened a new franchise gaming center at SouthPark Mall in Strongsville, Ohio. The 2,561-square-foot PLAYlive Nation location includes 36 gaming stations that offer a mix of consoles and PCs for gamers to enjoy and compete in popular games from a variety of publishers. The new location offers concessions for in-store players, and sells an assortment of gaming merchandise and accessories.

A gaming wall at the PLAYlive Nation store in Strongsville, Ohio.

“I am excited to announce our first store opening in the suburban Cleveland area,” says Roman Franklin, president of Simplicity Esports. “The SouthPark Mall location, which is in close proximity to several major metropolitan cities, will provide gamers from surrounding states a convenient opportunity to participate in our in-person national esports tournaments.”

Simplicity Esports has PLAYlive Nation retail locations in 17 states in addition to operating professional esports teams that compete in PUBG, Fortnite, League of Legends, Overwatch, Gears of War, Smite, and multiple EA Sports titles. The company is the minority owner of both the Memphis Grizzlies and Swansea City of the English Champions League. Select PLAYlive Nation stores also carry a variety of card games including Magic: The Gathering, Yu-Gi-Oh, and Pokémon, in addition to an assortment of pop culture apparel and collectibles.