U.K. retailer Game acquires events and e-sports specialist Multiplay for $30.8M

The U.K.’s largest specialist game retailer just bought itself an events company.

U.K. retailer Game Digital today acquired the events and e-sports specialist Multiplay in a deal worth $30.8 million, reports Retail Week. Coming just three years after financial difficulties forced Game to close nearly half its stores, the deal will give the retailer opportunities to deliver more community events to help keep gamers engaged with its brand.

This is especially important in a game industry that’s steadily shifting towards digital distribution models. Digital console games generated $263 million in January — up 14 percent year over year — and traditional game retailers need to adapt to stay relevant in a changing industry.

Multiplay hosts the U.K.’s largest gaming festival, Insomnia, which had 67,000 visitors last year. It also supports e-sports, online gaming services, and events including 2015’s Minecon fan event for the hugely popular block-builder, Minecraft, which will take place in London’s Excel exhibition center from July 4 to July 6.

“Like Multiplay, we put our communities at the heart of our business,” said Game chief executive officer Martyn Gibbs in a statement. “Together we will be able to move even faster to grow and develop our services for both gamers and suppliers in the U.K., Spain, and around the world. With our combined passion and expertise, we are looking forward to delivering more, bigger, and better experiences for our communities and are excited for what the future holds.”