Endeavour Group has pulled a move that nobody really expected... it just bought a stake in a games company.
👉 Background: Endeavour Group is the drinks and hospitality company that owns Dan Murphy’s, BWS and a bunch of other pubs and hotels.
👉 What happened: Now, Endeavour Group has pulled a move that nobody really expected... it has just bought a 5% stake in games company Fortress, a games and experiences company (Think: gaming, gamers and drinks under the one roof).
👉 What else: Endeavour’s investment in Fortress is all about bringing pub life and gaming life together. And they’re planning to cross-pollinate into each other's businesses too.
💡Entertainment venues are learning to adapt to what younger generations are looking for... and it looks like gaming is a big part of that.
💡The gaming industry is almost doubled in size compared to where it was six years ago. At the moment, more than 17 million Aussies play video games.
💡With their new investment, Endeavour’s planning to bring the best of both worlds together for Millennials and Gen Z. And in the future, Fortress may even bring gaming experience into Endeavour’s pubs and hotels.
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