He relinquished his minor IBO belt after the judges awarded the shrewd Groves the decision by 117-112, 116-112, and 115-113.
Having elicited cheers from the crowd with an erratically errant shot, Eubank Jr somehow mustered more energy to unload on Groves and finally one of his right-hand bombs from range landed.
The Brighton-based boxer continued to let fly and Groves proved too clever, bypassing one hook as Eubank Jr fell into the ropes. There were no knockdowns.
A cut sustained above Eubank's right eye only made things worse for the 26-1 fighter, with the blood pouting from the wound causing him problems throughout the rest of the fight.
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Prediction - George Groves to win on points.
Today's bout also represents the semi-final of the World Boxing Super Series, meaning the victor gets a date against either Callum Smith or Jurgen Braehmer come May. The fight is in Nuremberg, Germany, where Braehmer will have the home field advantage. However, there were rumors after today's fight that Groves may have fractured his shoulder which could play hobs with the well-laid plans of the WBSS organizers.
Though WBA champion Groves is just 18 months older than Eubank Jr, his career has included more high-profile bruising fights against the likes of James DeGale and Badou Jack as well two bouts with Carl Froch, including one at Wembley.
"This is the biggest fight of my career", Eubank Jr said. Also, Ryan Walsh (22-2-2) and Isaac Lowe (14-0-3) battled to a draw in a 12-round featherweight contest. The fight was delayed when Eubank arrived late to the arena and was initially denied admittance.