Exertis Takes over Hamleys Basement with Launch of new Gaming Zone


Jonathan Sutherland, Sales Director at Exertis
Jonathan Sutherland, Sales Director at Exertis

British broadliner Exertis has launched a new gaming zone at the flagship Hamleys store on Regent Street in Central London. This major launch of a new gaming retail space in London was heralded at a launch event at the store last week, with gaming influencers and journalists competing for prizes in the new gaming zone.


Hamleys Gamers will be on hand every day giving their 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.


In a coup for the Exertis team, who have devised and designed the new zone from the ground up, the Hamleys lower ground floor has been overhauled to create a re-imagined and fully immersive visitor experience. It offers the only dedicated multi-brand, gaming space in London, 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’.


A mix of bold material choices and themed areas that reflect specific game genres engender a strong connection to the products for gaming enthusiasts and casual players alike. Last week Exertis hosted a private launch party in collaboration with Hamleys, attended by a mixture of national gaming and technology journalists, gaming influencers, and names from around the industry. The unique, specially designed 3000 square foot space, complete with 13 play zones, LED lighting and, brings a new direction for Hamleys.


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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