The Guardian reports that UK sports retailer Sports Direct shoppers “will be invited to take a break from browsing for leisurewear to play video games, with the chain unveiling a partnership that will see Game Digital open pay-to-play concessions in its stores.”

“Under the terms of the agreement, Sports Direct, owned by Mike Ashley, hopes to cash in on the growing popularity of eSports by clearing space in stores to host live matches between players battling it out in a variety of competitive video games.”