A new £100,000 gaming experience store is set to open in Chesterton, aiming to bring PC gaming back into a hands-on, in-person retail setting.
The investment by ADMI – which trades as AWD-IT – has created a ‘try before you buy’ space at its Rosevale Business Park site, designed to allow customers to test, compare and explore gaming systems before purchasing. Three new jobs have been created as a result of the expansion.
A launch event will take place today (12 June) from 6pm to 9pm, with influencers, brand representatives and customers invited to preview the store, try the latest technology and meet the people behind major hardware brands. The aim is to encourage the local community back into a physical gaming environment where products can be experienced firsthand.
A second opening event will follow between 9am and 1pm tomorrow (14 June) featuring a family fun day for customers and visitors. The store will then operate Monday to Friday, 9am to 5pm, and Saturday 9am to 1pm.
Rob Hughes, marketing manager at AWD-IT, said the site marks a shift back towards in-person experiences after years of purely collection-based trade at the location.
He said: “The new space has been co‑designed with our own staff, drawing on their expertise, passion, and first‑hand understanding of what gamers genuinely want from an in‑store experience. The result is an environment built by enthusiasts for enthusiasts.
“In a world dominated by online purchasing, we believe customers still value the ability to try, compare, and experience technology in person. This investment is about giving our community something meaningful – a space to learn, explore, and be part of a shared passion for gaming and PC building.”
He added that the new space has been designed to give customers a more interactive experience with leading hardware brands including Nvidia, AMD, Corsair, ASUS, MSI and Gigabyte.
Alongside retail, the business plans to host regular community events, workshops and hands-on sessions covering PC building, maintenance and performance tuning. The sessions are intended to support local gamers, young people interested in tech careers and anyone curious about modern PC systems.
