The Exist2Game PC retail gaming events which took place across the weekend were a "phenomenal" success, helping to pull in extra customers, say organisers.
Various retailers took part, including Utopia Computers and Pudsey Computers, with the UK event organised by Network Group.
Gamers took part in a Counter Strike: Global Offensive tournament in stores, with some £500 prize money and five Iiyama monitors up for grabs. Netgear had three teams registered and two went on to finish in first and second place respectively.
Utopia Computers advertised the event through its social media channels, and quadrupled its footfall on the Saturday.
"It was phenomenal," Utopia's director Craig Hume told PCR. "For a lot of people it was the first time they were able to watch a competitive gaming tournament take place in front of their eyes. Some people played all day, while others watched demonstrations. We had mums and dads in store too.
"It got people asking, 'What headsets are they using'? So it opened up sales opportunities.
"It's a great time to be a PC gamer and there's a lot of buzz around esports. There's a lot that retailers can buy into and get their customers excited about. It shows you don't have to battle it out over price or sell the same kit all the time [in-store].
Hume added: "Exist2Game will also get more vendors and retailers on board hopefully."