Discount retailer Five Below, which invested in eports infrastructure brand Nerd Street Gamers, will add gaming venues to its stores

Five Below is about to get even more kid-friendly. Following an investment in esports infrastructure company Nerd Street Gamers, the discount retailer has announced plans to build gaming venues that are attached to its stores, changing the way that shoppers interact with the brand.

Nerd Street will build 3,000-foot venues with top-tier equipment at an undisclosed number of stores with pilot program. Inside, live esports events with competitive internet connections will likely be the main draw for young viewers and gamers, who watch esports like they would any other competition.

With the success of games like Fortnite and Overwatch, esports has exploded in popularity, especially among younger audiences. It's estimated that there are 250 million esports viewers around the world, with 84 million in the U.S. alone.

“Gaming is a trend our younger customers are actively enjoying, and working with Nerd Street Gamers will help us to provide an exciting gaming experience that appeals to our core customers and beyond,” said Joel Anderson, CEO of Five Below, in a statement. The first connected locations will open in 2020.

Five Below | Nerd Street Gamers


Lead image: Five Below

Five Below is about to get even more kid-friendly. Following an investment in esports infrastructure company Nerd Street Gamers, the discount retailer has announced plans to build gaming venues that are attached to its stores, changing the way that shoppers interact with the brand.

Nerd Street will build 3,000-foot venues with top-tier equipment at an undisclosed number of stores with pilot program. Inside, live esports events with competitive internet connections will likely be the main draw for young viewers and gamers, who watch esports like they would any other competition.