Hello all,

This is Andrew, the owner of Level Up Games.  I sincerely appreciate everyone’s passionate responses to our announcement of moving the HQ location from Duluth to Buford, specifically the Mall of Georgia area.

This wasn’t an undertaking that was done lightly and I spent the better part of almost two years searching for a new place to settle us.  Our lease was set to expire in June of this year, and we simply had outgrown the space, both in terms of size and what we wanted from it.  Duluth was an amazing home for Level Up and allowed us to expand to four stores in a short period of time.  It was incredible to have everyone find us, grow with us, and share in the success of Level Up Games.  It really is something special, and your response has confirmed how many of you feel about us.

We wish we could stay longer, but the building, and area around it, has become untenable.  The HVAC system is essentially finished and would require a brand-new installation, something to the tune of $300,000+, that the landlord would not cover.  We would have to pay for the system, and then simply hand over the ownership to the landlord.  Imagine buying a house to live in, then someone comes over, taps you on the shoulder, and takes the keys away.  We can’t own it once it’s installed, and we can’t take it with us.  Other issues have risen; too few restrooms, flooring, the exterior needs refreshing, parking lot garbage build-up, lack of shopping center security, graffiti not being cleaned, exterior trash cans being vandalized, the list of faults goes on and on.  The new ownership of the center did nothing to reach out to us about our expiring lease and simply said “okay” when we told them we would be vacating the space when our lease ended.

Many of you can recall the blazing hot summers and sometimes freezing temperatures in the store.  That’s not what you deserve and that is certainly not what the talented staff at Level Up deserve to work in day in and day out to service all of you.  This move is that better way.  I know many will comment about the “empty spaces” around us.  Trust me, I investigated all of them.  I urge you to give those spaces a call.  Find out the laughably high prices they want for some of the dilapidated buildings in the area.  Like I said, I spent almost TWO years trying to find a better home for us.  It just simply wasn’t going to work without moving several miles away from the interstate, something that would affect many more people’s ability to visit us.  There is no perfect solution.  I understand your frustration, your anger, your feelings of abandonment.  I lived through that for years with other stores. 

I grew up in and around Atlanta and can ramble off dozens of stores that are long gone, with those of us with grey temples who will nod sagely, and fondly, about.  I used to drive forty-five minutes to go to my closest game store (RIP The War Room!).  I understand you. 

Mall of Georgia was excited to have us join them.  They knew who we were and what we represented.  They’re eager to have us be there and already have a host of ideas of events, theater promos, food options, and the works to help service those who come.  I know traffic is an issue for many that go by that area.  I can say that if you’re coming up or down I-85, it’s only one light to get to our space.

We will be in the “Village” area outside the mall, around the back, near the central plaza.  If you can remember the Restoration Hardware or Charming Charlie’s locations, then you know where we’ll be located.  It’s an outdoor space, that allows us to create our own hours not beholden to the Mall’s.  Parking is relatively close and you can drop off near the curb around the back area (between Dick’s and Barnes & Noble).  The space is incredible guys.  I really cannot speak to how much of an upgrade this is for us and for you.  We will have the same square footage you enjoy now, but with better facilities, larger restrooms, food closer than ever, and the potential to expand into an upstairs space in the future.  Think private game room that looks out over the Mall’s outdoor plaza area. 

For those of you who feel like we’re abandoning you, please be patient.  This move allows us to explore additional locations that I couldn’t consider before!  We’re talking Tucker, Decatur, Doraville!  We already have sites we’re exploring in Sandy Spring and Smyrna to help our westside friends.  It may happen sooner than you think.

Level Up Games is growing and that sometimes means pain for some of our amazing customers.  I’m sorry if this move directly affects your experience with Level Up in any way.  It wasn’t designed to hurt, but our options were growing limited for the amount of space required.  Some of you don’t know that commercial retail is expensive, often the most expensive in terms of cost per square foot, to lease but also limited in space.  Do a search on any commercial lease site for retail space above 6,000 square feet. It’s slim pickings and the options for having to essentially rebuild the building have enormous costs.

Level Up Games has to level up in a way that not everyone will agree with.  This move allows opportunities to bring on more talented folks and expand the salaries of those who work relentlessly to make us better.  I cannot begrudge your anger, and I want you to think about those who have been with us for a long time.  I want to pay them more, I want them to purchase a house, buy a new car, pay off debt, have a family, go on trips, to be able to be with us as long as they want without having to work multiple jobs or struggle.  I want that for them and for that to happen change has to happen. 

I don’t want those of you who are upset to feel like I’m trying to placate or patronize you.  Your feelings are valid.  Your emotions are valid.  You are valid.  I do love and appreciate each and every one of you who make me and Level Up Games better.  I want the best for you and that’s why I always strive to make our stores better wherever and whenever I’m able.  I know it may not always be the best call, or it feels like we don’t care, and we absolutely do care.  I want to be better and my stores to be better for you. 

Because that’s what leveling up is about, becoming better to be better for everyone else.

This move is part of a greater plan to bring about more Level Up Games locations, to expand our stores and hopefully have one closer to where you live or work.  It’s going to take a little time, but my staff are working their damnedest in order to bring about these changes.  Please stick with us, if you can, and for those can’t or won’t, you’re always going to be appreciated.   


We do plan to move John’s Creek closer to 400, with a larger store footprint, to accommodate more players and products.  That’s already in the works.  Athens is about to expand into a 3,000 square foot space in their current shopping center to allow even more to join us for game nights.  As I stated earlier, we have trips to visit sites for the Sandy Springs and Smyrna areas soon.  We’re growing and we hope that you can grow with us.

I sincerely appreciate everyone who took the time to read my statement.  I’ll do my best to try to address constructive criticism and questions in Discord.  I won’t be able to answer every single one of you and I’ll do what I can to convey some of the thoughts that went into the decision to move Duluth to Buford.  Thank you again for being a part of Level Up Games.