An immersive brand experience where gaming meets automotive excellence, taking place from 23rd – 25th May
COLOGNE – April 30, 2025 – For the first time ever, Automobili Lamborghini will participate as a main partner at DreamHack Dallas, taking place from 23rd – 25th May. DreamHack, organized by ESL FACEIT Group (EFG), the leading esports and video game entertainment company, is recognized as the world’s largest gaming lifestyle festival. As the only automotive brand present at the event, Automobili Lamborghini will deliver a high-octane brand experience that blends the thrill of virtual racing with cutting-edge Web3 activations. This milestone marks Automobili Lamborghini’s bold entry into the gaming space, offering fans a one-of-a-kind opportunity to experience the brand at the intersection of performance, innovation, and digital culture.
“We are incredibly excited to take part in DreamHack Dallas as one of the main partners of the event. This marks not only Lamborghini’s first-ever appearance at DreamHack, but also the debut of any automotive brand at the event” stated Christian Mastro, Marketing Director at Automobili Lamborghini. “In collaboration with ESL FACEIT Group, we’re bringing the unparalleled Lamborghini experience to a vibrant and passionate gaming audience. Automobili Lamborghini embodies more than just automotive excellence; it represents a symbol of achievement, a lifestyle, and a dream. Lamborghini’s design, with its iconic and cutting-edge style, resonates powerfully with the new generations — they instantly recognize it and see it as a true expression of their values, aspirations, and identity. At DreamHack Dallas, we aim to bring fans closer to the Lamborghini mystique than ever before”.
Automobili Lamborghini has long held a special place in the hearts of video game fans. With its outstanding performance and unmistakable design, the brand is a fixture in the most iconic racing titles worldwide. Driving a Lamborghini in-game isn’t just about speed — it’s about stepping into a dream, where style, innovation, and emotion elevate the gaming experience. Automobili Lamborghini’s participation in DreamHack Dallas marks a strategic expansion for the brand, moving beyond its traditional focus on racing enthusiasts to engage a broader, younger demographic through DreamHack’s dynamic platform. Through activations across Web3, esports, and gaming platforms, Automobili Lamborghini showcases its disruptive DNA in a space where performance meets imagination.
DreamHack Dallas, scheduled for May 23-25 at the Kay Bailey Hutchison Convention Center, promises an unparalleled gaming lifestyle experience. The event attracts tens of thousands of attendees, as well as millions of online viewers and features a 24/7 festival atmosphere encompassing professional esports tournaments, LAN parties, cosplay, panels, art, and live music.
At the heart of DreamHack Dallas, Lamborghini’s expansive 300 m² booth will merge cutting‑edge gaming with Italian automotive craftsmanship. Guests will embark on an immersive brand journey featuring curated esports competitions, state‑of‑the‑art racing simulators and interactive Web3 activations.
Attendees will have the opportunity to unlock an exclusive digital collectible, race virtually in legendary Lamborghini models and engage with the brand across both physical and digital realms. Anchoring the experience is a one‑of‑a‑kind Lamborghini Revuelto in a custom, in‑game interoperable livery—an authentic embodiment of the fusion between innovation and design.
“Partnering with Automobili Lamborghini will elevate DreamHack Dallas to a new realm of immersive joy and unforgettable energy,” said Jasmin Haasbach, VP Global Brand Partnerships at ESL FACEIT Group. “Lamborghini’s spirit of going beyond convention, beyond performance, beyond expectation, will find a natural home at DreamHack, where gaming culture comes to life. Together, we’re creating a space where lifestyle, esports, sim racing, and the metaverse collide in a celebration of passion, innovation, and community.”
