Tim Hortons, in partnership with Tencent, has just opened a state-of-the-art esports facility in Shenzhen, China.
This facility is part of a joint venture between Tencent, the multinational technology company, and the Canadian fast food chain Tim Hortons. It will be a place for gamers to watch esports tournaments or famous content creators in a social setting full of interactive screens. A bit like an internet cafe but with more modern technology that better suits the needs of mobile and offline gaming.
The two companies are building a new kind of experience for gamers with esports at the center, including a dedicated esports zone, interactive rooms, themed drinks, etc. This coffee shop will even have esports-themed food and drink items for those looking to get something to drink in-between matches of Counter-Strike: Global Offensive, League Of Legends, or whatever the game might be.
When it comes to the Far East, gathering places for gamers are still dominated by more traditional gaming hubs, like PC bangs in South Korea, arcades in Japan, and internet cafes in China. Since foreign companies can’t operate businesses in China without a Chinese partner, Tim Hortons partnered with Chinese social media and gaming giant, Tencent.
The idea behind it is that the traditional internet cafe businesses, which are very popular in China, are outdated for modern needs and gaming habits of the Chinese gaming community and so they need some innovation. The focus will be on offline and mobile gaming, with things like fast wi-fi, gaming chairs, fast charging ports, etc. At the same time, Tim Hortons will offer traditional food and drink experiences as you can expect from a fast food, coffee, and doughnut chain.
This location is only the first of many that Tim Hortons and Tencent plan on rolling out. They have plans to expand their business in China with more than 1500 outlets across the country.