In January 2020, US-based gaming company Atari announced a partnership with innovation and strategy company GSD Group to build a series of video game-themed hotels. The hotels will offer accommodation alongside VR and AR-powered entertainment facilities. The hotels will also feature dedicated esports venues. Construction is planned to start in Q3 2020 in Phoenix, with seven further US hotels also planned, including in Las Vegas, Chicago, Austin and San Francisco.

As a trend-savvy reader you won’t be in the least bit surprised by this innovation. A recap: the gaming industry has grown to be worth USD 148 billion globally, bigger than both movie box office revenues and streaming services. 

Even if you’re not in the games industry, it doesn’t have to stop you jumping into the arena to play! Here’s a selection of other recent esports-related innovations to inspire you:

• Discount retailer Five Below’s in-store e-sports arenas
• Hong Kong-based fast food chain Fairwood’s gaming restaurant
• Malaysia’s RHB Bank’s Chinese New Year campaign celebrating a pro gamer
• IKEA’s 3D-printed personalized gaming chairs

In a consumer arena where staying relevant is a daily challenge, is your organization alert enough to new consumer behaviors and open-minded enough to jump into these new verticals?

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