Horizon Group Properties and esports analytics company Harena Data -- through its subsidiary USA Drive-ins -- have partnered to launch drive-in esports arenas in four US cities this year.
The centers are planned for Horizon-owned malls in Louisville, Kentucky; Gettysburg, Pennsylvania; El Paso, Texas; and Laredo, Texas.
Facilities will include both traditional drive-in movie capabilities as well as the ability for attendees to both watch and participate in competitive esports events and tournaments while remaining within their vehicles.
"These drive-ins are a new and updated, albeit retro, component of centers that give shoppers added reason to visit their local retailers and are a fun entertainment offering to the community," said Horizon managing director James Harris. "To top it off we know this exciting attraction will have safety as a priority."
Harena Data chief strategy officer Bill Dever added, "We're confident in our ability to orchestrate large-scale tournaments with Horizon to bring the joy and thrill of drive-in experiences back to communities.
"Our world today has a changing level of interaction and communication, which we believe can be used to create incredible esports events and encourage Americans to work together in new ways."