nhow Hotels & Resorts Opens a New Era of Gaming Hospitality With Immersive Esports and Interactive Guest Experiences

nhow Hotels & Resorts is expanding its digital hospitality experience with the introduction of ‘GAME:NXT by nhow’, an innovative gaming and esports ecosystem created to bring immersive interactive entertainment into the hotel environment.

Following the success of its gaming-focused experiences at nhow Berlin, the new concept blends hospitality, gaming culture and technology to offer guests fresh opportunities to connect, compete and enjoy creative digital experiences throughout their stay.

Developed for a wide range of gaming enthusiasts, ‘GAME:NXT by nhow’ features three key components: dedicated Gaming Rooms, advanced Gaming Studios designed for professional-level play, and portable Gaming Suitcases that allow guests to enjoy gaming experiences beyond traditional setups. The complete concept has received certification from SK Gaming, Minor Hotels’ official gaming and esports partner, ensuring a high-quality experience built around professional standards.

The launch reflects nhow’s ambition to strengthen its position as a lifestyle hotel brand that embraces emerging trends and evolving guest interests. By integrating gaming and digital culture into its properties, nhow aims to attract a new generation of travellers seeking entertainment, creativity and technology-driven experiences alongside traditional hospitality.

Alexander Dürr, Senior Vice President Operations Central Europe at Minor Hotels, said the gaming and digital culture focus represents an important part of nhow’s future direction. The new GAME:NXT concept supports the brand’s creative identity while helping its hotels connect with new audiences and expand their reach through innovative lifestyle experiences.

Managing Director and Co-founder SK Gaming, Alexander Müller, adds: “We are delighted to build upon our long-standing partnership with nhow Hotels & Resorts as they continue to elevate and expand their gaming footprint into new markets. By leveraging our decades of industry-leading esports and gaming expertise, ‘GAME:NXT by nhow’ is set to deliver an unparalleled guest experience.”

Gaming Experience Expands to nhow Frankfurt With GAME:NXT by nhow

Following the successful introduction of gaming facilities at nhow Berlin, nhow Frankfurt has now joined the growing rollout of GAME:NXT by nhow, bringing a dedicated gaming experience to hotel guests. The new concept allows visitors to combine hospitality with digital entertainment through specially designed Gaming Rooms, advanced equipment and flexible gaming solutions.

Located on the fourth floor of the hotel, nhow Frankfurt now offers six dedicated Gaming Rooms created for guests who want to experience gaming in a premium hotel environment. Each room features a futuristic design with immersive neon lighting, creating an atmosphere inspired by modern gaming culture.

The rooms are equipped with powerful gaming computers, ultra-fast internet connectivity, ergonomic gaming desks and chairs, and large high-resolution displays designed to deliver a smooth and engaging experience. Guests can also access professional gaming accessories, including mechanical keyboards and precision gaming mice.

A PlayStation 5 console is also available within the Gaming Rooms, giving visitors the option to enjoy console gaming alongside PC experiences. For those interested in creating digital content, streaming equipment and virtual reality headsets can be provided upon request.

The gaming facilities are designed to support different types of guests, from casual players looking to relax after a day of travel to gaming enthusiasts who want to compete, stream content or connect with friends during their stay.

Portable Gaming Suitcases Bring Entertainment Anywhere

Alongside the dedicated Gaming Rooms, nhow Frankfurt has introduced portable gaming solutions through two POGA Gaming Suitcases. These compact systems allow guests to transform any hotel room into a private gaming space without needing a fixed setup.

Each Gaming Suitcase includes a PlayStation 5 console, two controllers and an integrated high-quality screen, providing a complete entertainment solution that can be used anywhere inside the hotel.

The portable format adds flexibility for travellers who prefer gaming on demand while maintaining the convenience of a hotel stay. Guests can enjoy multiplayer sessions, personal gaming experiences or entertainment breaks directly from their room.

GAME:NXT by nhow Expands Across European Hotels

The launch at nhow Frankfurt forms part of a wider European expansion of GAME:NXT by nhow. The Gaming Suitcases are now available across selected nhow Hotels & Resorts properties in Germany, the BeNeLux region, Italy and France.

The gaming concept has been introduced at several properties, including nhow Berlin and nhow Frankfurt, along with hotels in Amsterdam, Rotterdam, Brussels, Milan, Rome and Marseille. The expansion reflects the growing connection between hospitality, gaming and digital lifestyles.

The initiative aims to create new experiences for modern travellers who increasingly seek entertainment, technology and personalised activities as part of their hotel stays. By integrating gaming into hospitality spaces, nhow is creating environments where guests can play, interact and experience digital culture beyond traditional hotel offerings.

Future Plans Strengthen Gaming and Digital Culture

GAME:NXT by nhow is set to grow further as part of an ambitious development strategy. Additional Gaming Rooms are planned for nhow Amsterdam, nhow Rotterdam and nhow Brussels in 2027, expanding access to dedicated gaming spaces across Europe.

A Gaming Studio is also planned for nhow Brussels, following the approach established at nhow Berlin. The future facility is expected to provide a creative environment for content creators, esports communities and gaming-focused events such as training sessions and boot camps.

Through the combination of Gaming Rooms, portable gaming technology and dedicated creative spaces, GAME:NXT by nhow is developing a new model for technology-driven hospitality. The concept brings together travel, entertainment and digital culture, offering guests more interactive ways to enjoy their stay.