Esports: Cowboys owner Jerry Jones buys Complexity Gaming

Powerful NFL executive joins growing list of esports investors.

by Michael Long

Esports: Cowboys owner Jerry Jones buys Complexity Gaming

Dallas Cowboys owner Jerry Jones (pictured) has added his name to the growing list of industry heavyweights investing in esports.

Alongside investor John Goff, a real estate magnate, the influential National Football League (NFL) executive has announced his acquisition of Complexity Gaming, one of America’s oldest esports organisations.

Founded in 2003, Complexity is owned and operated by Jason Lake and Jason Bass, two veterans of the esports industry. Based in Florida, the organisation has won over 130 championships in 26 different competitive titles.

Following the acquisition, financial terms of which have not been disclosed, Complexity will relocate from Florida and will be integrated into The Star, home of the Cowboys’ headquarters in Frisco, Texas. The team will be housed at a newly constructed operations centre and global headquarters featuring offices, production studios and training facilities.

“The growth in professional gaming is incredibly significant,” said Jones, who has an estimated net worth of US$5.4 billion. “We are proud to be stepping into this space with John Goff and an industry icon in Jason Lake.

“Between our stadiums, our personnel, and our experience and knowledge of professional sports, the synergies here are endless and I’m confident our resources will continue the growth of Complexity for years to come.”

Jones joins a host of other sports industry investors and leagues in buying into esports. In recent months, the National Basketball Association (NBA) and National Football League (NFL) have been working to create new competitive gaming competitions, while numerous individual team owners and players have also taken an interest in the burgeoning industry.

From the NFL, Los Angeles Rams owner Stan Kroenke and Robert Kraft of the New England Patriots have bought franchises in the Activision Blizzard’s Overwatch League, a new city-based competition set to launch early next year.

“Esports are a $700 million industry growing over 40 per cent annually for the foreseeable future with viewership numbers surpassing many major, traditional sports” said John Goff, the founder and chairman of Goff Capital and Crescent Real Estate.

“Acquiring an iconic organisation in partnership with the owners of the most valuable sports franchise in the world made for an ideal investment partnership. The sponsorship and marketing might of the Jones family and character and tenacity of Jason Lake are second to none. We could not be more excited to be a part of such a collection of talent.”