Simon, Brookfield Partner With Allied Esports To Ramp Up Their Experiential Retail

Simon Property Group and Brookfield Property Partners have struck separate deals with Allied Esports Entertainment, an esports company, as part of a plan to open new-concept Allied Esports venues at both Simon and Brookfield retail properties. The first of the new venues will open at Simon Property's Mall of Georgia in Buford, Georgia, and will be a 13K SF, two-level facility with PCs and consoles for gamers, as well as broadcast and streaming production capabilities. The partners originally announced their intention to develop in-mall esports arenas in June, when Simon Properties bought a $5M stake in the esports company.