Vindex’s Acquisition of the Belong Gaming Arenas Brand and Partnership with Game Digital


Sheppard Mullin advised Vindex on the deal.

Vindex, the leading global esports infrastructure company, announced that it has acquired the Belong Gaming Arenas brand and all associated IP from GAME DIGITAL LIMITED (“GAME”), the largest video games retailer in the UK and Spain. GAME operates over 500 video game retail stores and launched Belong in 2016 to build a network of local gaming communities that play, watch, and compete together in state-of-the-art gaming centers.

Vindex provides the infrastructure that powers the global growth in esports and is the world’s largest independent producer of esports content and events. The company was launched in October 2019 with $80M in initial funding by esports pioneers and Major League Gaming (MLG) co-founders Mike Sepso and Sundance DiGiovanni with fintech entrepreneurs Bryan Binder and Jason Garmise. Vindex is the largest pure-play esports infrastructure provider, offering services and technology that help the world’s leading game publishers, esports leagues and teams deliver deeply engaging experiences to fans around the world.

GAME is the leading specialist retailer of video gaming software, hardware and related entertainment products in the UK and Spain, trading via stores, mobile and online channels. In recognition of a rapidly changing customer and gamer interaction, GAME developed a strategy to realise its mission to build the most valuable community for gamers. GAME continues to focus on initiatives to further improve its retail proposition while transforming the business to a group that offers a new level of gaming experiences and services.

BELONG represents GAME’s development of its esports and local competitive gaming proposition through the operation of physical gaming centers that are designated for esports tournaments as well as leisure gaming and are instrumental in building the most valuable community for gamers.

The Sheppard Mullin team was led by Dan Schnapp (Picture), Shon Glusky and Alexis Robinson and included Carlo Van den Bosch, Greg Berk, Sean Kirby, Amanda Ackerman, Christine Doyle, Keren Baruch, David Rostowsky and Samuel Cohen.

Involved fees earner: Amanda Ackerman – Sheppard Mullin; Keren Baruch – Sheppard Mullin; Greg Berk – Sheppard Mullin; Samuel Cohen – Sheppard Mullin; Christine Doyle – Sheppard Mullin; Shon Glusky – Sheppard Mullin; Sean Kirby – Sheppard Mullin; Alexis Robinson – Sheppard Mullin; David Rostowsky – Sheppard Mullin; Daniel Schnapp – Sheppard Mullin; Carlo Van den Bosch – Sheppard Mullin;

Law Firms: Sheppard Mullin;

Clients: Vindex;

Author: Ambrogio Visconti