It's opened seven new retail stores inspired by the Multiplay Insomnia gaming festivals, where people can play against each other in LAN areas and take part in tournaments and other community events.
In a press release, GAME mentioned that players and teams are able to book space in the BELONG stores to play.
So how much will it cost them to book the space, and how much can they book?
Multiplay founder Craig "Wizzo" Fletcher told Esports News UK: "The pricing structure for BELONG stores is as follows.
"Prices to play on our professional grade gaming rings start from just £1, with a full day outside of London costing £20.
"At our Central London Wardour Street store where demand is higher, an hour of play costs £8, compared to £5 outside of London.
"At present, casual gaming across XBOX and PSN is free, while £5 gets you a dedicated 10-minute VR experience with one of our BELONG experts; money that can be recouped if you go on to purchase the kit."
Check out the full interview with Wizzo on Esports News UK tomorrow (Friday December 23rd)