New gaming experience HYPD Arena to launch at intu Lakeside
Intu has partnered with events company HYPD to launch a new gaming arena at intu Lakeside. HYPD, which runs gaming attractions at major UK tourist destinations, has transformed a 900-sq ft store into the immersive experience as part of an exclusive 12-month partnership with intu.
HYPD Arena will offer a celebration of all things gaming, including an eSports tournament, retro arcades and the latest in virtual reality. The concept is then set to be rolled out at more of intu’s shopping destinations over the next year, capitalising on the rapidly growing eSports industry which is expected to be worth $1 billion this year.
Roger Binks, customer experience director at intu, said: “The gaming industry is experiencing explosive growth and popularity, making intu’s hugely popular, high footfall destinations the ideal locations for this kind of attraction.