Exertis’ new gaming zone launch transforms Hamleys basement

A new gaming zone has been launched by Exertis in the basement of world renowned Hamleys store in Central London, creating a new gaming retail space.

If you fancy brusing up on your gaming skills, them Hamleys Gamers will be on hand every day to give tips and tricks on how to win points, level-up and become a gaming champion. Also featuring the unique Hamleys Streaming Pod, budding streamers can grab some cool content on the go, shot in the most Instagrammable gaming space in town.

 Hamleys lower ground floor has been overhauled to create a re-imagined and fully immersive visitor experience. It offers a dedicated multi-brand, gaming space, with interactive zones to play and explore, with a ‘Pit Stop’ Racing Area, Razer laptops and other state of the art tech, showcasing BAFTA Games Awards winner ‘Forza Horizon 5’, ‘Fortnite’, ‘Gran Turismo 7’, ‘Rocket League’ and ‘Minecraft’.

The 3000 square foot of space with 13 play zones and LED lighting offers themed areas bought to life by specific game genres.

Sumeet Yadav, CEO of Hamleys , said: “It’s hugely exciting to be able to open a dedicated area to Gaming within Hamleys and become a serious player in the category, bringing the ‘online’ in-store, and giving customers the innovation they come to Hamleys for. Unveiling this space gives us the opportunity to deliver the very best in products, knowledge and experiences in the gaming sector. We look forward to taking this area from strength to strength, partnering with the best in the gaming industry and becoming the hottest launchpad for the next innovation in gaming.”

Jonathan Sutherland, Sales Director at Exertis, said: “This initiative with the iconic Hamleys flagship store is offering our vendors a brand-new route to market in a truly innovative space dedicated solely to gaming. The new in-store space offers Hamleys customers a unique shopping experience, where they can get hands-on with the latest gaming technology. Hamleys is famous for offering exciting shopping experiences – and this installation lives up to that reputation. The retail space covers the whole spectrum of gaming: console, PC, mobile, and digital. I would like to thank the team at Hamleys for their support, and for working so collaboratively on this project to successfully bring what we imagined to life.”

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