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How DreamHack Dallas brought its sponsorship business to new heights in 2024

 How DreamHack Dallas brought its sponsorship business to new heights in 2024

By Alexander Lee  •  June 10, 2024  •

The header image presentations an illustration of alternative folks social distancing at a football sport.

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On June 2, the prolonged-working gaming conference DreamHack held its finest-ever North American tournament in Dallas, Texas. With 50,000 attendees crossing the sting all over the three-day festival, the success of the tournament confirmed that reside attendance is easy on the upward push in gaming and esports.

The memoir attendance of DreamHack Dallas 2024 was mirrored in a ramification of the tournament’s sponsorship enterprise this year. Advertisers comparable to Porsche, Logitech and Intel were closely featured on the demonstrate floor and alongside the festival’s packed schedule of esports tournaments.

Correct by arrangement of the weekend, brands’ booths and activations drew mountainous foot web site visitors, with many attendees treating them no in a different way than the leisure of DreamHack’s non-sponsored pronounce material. (Editor’s Expose: DreamHack owner ESL/FACEIT Crew paid for this reporter’s dash and lodging at DreamHack Dallas.)

“The entire lot correlates with the growth of the pronounce material and the attendance,” acknowledged Shahin Zarrabi, vp of gala’s for DreamHack owner ESL/FACEIT Crew. “You’ll gape on the demonstrate floor that we’ll ranking extra companions than ever, each by methodology of sponsors of the festival itself, but also exhibiting on the floor.”

To accomplish the chance extra moving for advertisers, DreamHack created a unfold of contemporary instruments and parts designed to tie sponsors and their pronounce material into the broader gaming conference. This included a “quest” machine that inspired attendees to scan QR codes at sponsors’ booths in exchange for “experience aspects” that also can very successfully be exchanged for prizes at the tip of day-after-day.

“With quests, we’re making an strive to produce even extra recordsdata on what number of other folks came in, did the quest in your sales exclaim, engaged with you and with quite of luck visualize the mark that they fetch out of being at the festival even extra,” Zarrabi acknowledged. 

DreamHack inspired its advertisers to function their presences at the conference into immersive experiences that would be extra essential to festival-goers than a conventional trade demonstrate booths — and brands took level to of the advice. 

Examples of brands that in-built themselves extra deeply into the gaming culture of DreamHack Dallas included chair producer Anthros, whose sales exclaim took guests by arrangement of a “taste test” of standard gaming chair brands, and logistics firm DHL, which had a job recruitment table that outmoded guests’ gaming preferences to examine them with the good feature.

“Heaps of alternative folks know DHL; you don’t ranking to illustrate it to them plenty, on story of it’s a part of the day-to-day enterprise or day-to-day lifetime of so many careers,” acknowledged DHL Crew senior sponsor manager Dirk Behrend-Uçak. “Nonetheless it absolutely’s repeatedly essential to tell tales round your fee. Here is why we made up our minds that esports suits so successfully, on story of you if truth be told can manufacture quite a lot of tales around the associated fee, and in the correct case, mix it with the sport itself.”

At the moment sponsoring DreamHack is now not the absolute top methodology brands were in a position to take earnings of the Dallas festival’s memoir-high attendance. Several esports organizations, comparable to FlyQuest, also had booths, giving their very devour sponsors a chance to reach gamers on the demonstrate floor. This year, FlyQuest outmoded its sales exclaim to showcase its partnership with Logitech by arrangement of a Nerf blaster capturing gallery emblazoned with fee logos and imagery. 

“It’s a distinct partnership, the keep we crawl to their field of job and attend accomplish products,” acknowledged FlyQuest chief culture officer Stephanie Harvey. “So we now ranking a shut partnership with them, and the sales exclaim here is Logitech-powered.”

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