In pictures: Game opens biggest Belong arena in House of Fraser


Game and Belong gaming arenas have joined forces with House of Fraser to open the UK’s biggest in-store gaming experience inside the department store on Oxford Street.

The arena covers 7,500 sq ft on the lower ground floor of the London department store and plays host to the largest permanent number of PCs and games consoles set up for competitive gaming.

Visitors can choose to compete against friends or other visitors in tournaments with up to 100 competitors. 

The Belong arena will also introduce its first ‘pro room’ built especially for professional e-sports players and upcoming amateur teams.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.