New research reveals a generational shift with gaming festivals becoming a cornerstone of teenagers’ yearly social calendar as gaming officially becomes a bigger part of their lives than music for a whopping 91% of UK 13-19 year olds.
- New study reveals UK teens now favour gaming festivals over music, with 90% likely to make a gaming event their first festival experience, and 94% calling it a modern rite of passage.
- Gaming stars are the new pop icons: 88% of teenagers say that famous gaming creators and professional esports players are just as important – if not more so – than top music artists.
- For female teenagers, 84% say gaming now plays a bigger role in daily life than music, and 95% say they would feel safer at a gaming festival than a music festival
- Opportunities to participate in gaming tournaments and seeing streamers and esports pro’s up close are cited as the elements most important to teenagers at ‘festival’ experiences
- New study commissioned to celebrate DreamHack Birmingham 2026 and ESL One Birmingham 2026, two co-organised flagship esports and gaming events coming to the UK next March
- DreamHack Birmingham tickets are on sale today from £39.00 during the first two weeks for a three-day pass (from £59.00 thereafter). Find out more at dreamhack.com/birmingham and esl-one.com/birmingham.
London, Sept 23: Gaming festivals are officially overtaking music as the first big cultural milestone outing for Britain’s youth. According to a new study by ESL FACEIT Group, 90% of UK teens say they are more likely to attend a gaming festival, such as DreamHack, before ever setting foot at a traditional music festival like Glastonbury, with 92% of 13-19 year olds actively preferring the prospect of going to a gaming festival experience over a musical one with their friends.
With 94% of Gen Alpha regularly playing video games, up 4% from Gen Z, gaming has become a central social and cultural outlet for young people worldwide*. This new research reveals that it now even surpasses music, with 91% of respondents saying gaming plays a bigger part in their young lives. The survey of 2,000 UK teens aged 13-19 was commissioned to celebrate the announcement of DreamHack Birmingham 2026, taking place in March next year at the prestigious NEC Birmingham venue.
With 43% of young people not allowed to attend their first music festival until the age of 18, more teenagers are experiencing their first ‘festival moment’ at a gaming event than ever before. On average, the study highlighted that teens are allowed to go to a gaming festival at just 14, with nearly half (49%) permitted before their 16th birthday. It’s no surprise then that 94% see attending a gaming festival with friends as a modern rite of passage, and 96% say they want to take part.
The phenomenal rise in interest in these gaming events is linked to the perception of safety: 97% of teens say they feel safer at a gaming festival, and their parents agree – 92% say they’d be more comfortable, and even prefer taking their children to a gaming festival over a music one.
Gaming stars are the new pop icons: 88% of teenagers say that famous gaming creators and professional esports players are just as important – if not more so – than top music artists. Half (50%) believe they hold equal status among their peers, while 38% place them above pop stars entirely. Their devotion runs deep too, with teens willing to travel up to 152 miles – the distance from Cardiff Castle to Kensington Palace – just to meet or watch their favourite pro gamer or streamer.
Top 10 ‘festival’ experiences young people look forward to:
- Hands-on gaming and participating in community tournaments – 53%
- Seeing celebrities and creators up close and meet & greets – 43%
- Watching favourite esports pros compete on stage – 32%
- Meeting / making new friends with people from across the country / world – 32%
- Sense of community / Finding communities – 23%
- Playtesting new and upcoming indie games – 22%
- Spending quality time with friends / creating memories with friends – 18%
- Being away from home – 11%
- Meeting online friends for the first time – 9%
- Discovering new talent – 8%
For female UK teenagers, gaming is also now taking centre stage. 84% of girls said gaming plays a bigger role in their daily lives than music, and while 55% have yet to attend a gaming festival, the appetite is clear – 93% would go given the chance. Safety and accessibility are key drivers: 84% believe their parents are more likely to let them attend a gaming festival over a music one, and 93% think their parents would feel more comfortable with that choice. Reflecting this, 95% of female teens say they would personally feel safer at a gaming festival, with 87% even preferring it outright to a music festival.
The research also uncovered why teens are turning to gaming festivals as their go-to social experiences, with music festivals increasingly out of reach. A striking 96% of UK teens believe music festivals are unaffordable for the average teen, who typically has just £197 of their own money, or £200 from their parents, to spend on tickets. As a result, teenagers report attending fewer than two music festivals on average. Teenagers in Wales and Scotland face significant differences in festival affordability. Welsh teens can contribute £142 on average towards tickets, with parents adding £130 – both well below the national average – while Scottish teens can put in £206 and receive £212 from parents. Cost remains a major barrier, with 100% of Welsh and 95% of Scottish teenagers saying music festival tickets are too expensive.
DreamHack Birmingham tickets start at £39.00 for a 3-day ticket during the first two weeks (will be priced from £59.00 thereafter) compared to over £373 for a single Glastonbury ticket.
Shahin Zarrabi, VP Festivals at ESL FACEIT Group said:
“Gaming isn’t part of the culture; it is the culture. DreamHack Birmingham 2026 will be where the UK gaming community comes alive: safe, authentic, unforgettable. No mud-fields, no chasing influencers, no £300 wristbands. Just pure gaming.”
DreamHack Birmingham (March 27 – 29, 2026) will mark the festival’s first time in Birmingham, uniting gaming communities for three days of hands-on gaming, creator meet-ups, esports, cosplay, live entertainment, and playable moments. DreamHack is the world’s leading gaming lifestyle festival, bringing together all gaming communities to celebrate games and internet pop culture.
Tickets for DreamHack Birmingham 2026 are on sale today at 15:00 BST Find out more at dreamhack.com/birmingham and esl-one.com/birmingham.
Notes to editors:
Research of 2,000 British teens between 13-19 years old was carried out by 3Gem in September 2025.
*Previous research conducted by Newzoo
About DreamHack
DreamHack is where the gaming world comes to life. More than a festival, it’s a celebration of play, competition, and community — all under one roof. Whether you’re here to meet your favorite creators, compete on stage, watch the greatest tournaments, explore new games, or adventure into our immersive expo, DreamHack is the place to connect, share, and create unforgettable moments. From esports tournaments and cosplay championships to music, gaming, and hands-on experiences, every corner is alive with energy and excitement. DreamHack is part of ESL FACEIT Group, the leading competitive games and esports company.
About ESL FACEIT Group
ESL FACEIT Group (EFG) is the leading esports and video game entertainment company dedicated to creating worlds beyond gameplay where players and fans become community. EFG is built on a legacy of world-renowned brands including ESL, FACEIT, DreamHack and DreamHack Sports Games, providing innovative ecosystems for global communities of players, fans and creators around the games they love. Working alongside leading partners, brands and global IPs, EFG operates an unmatched portfolio of live events, digital platforms and developer tools that reach and engage millions of gamers worldwide.
For more general information on ESL FACEIT Group, visit eslfaceitgroup.com, the EFG Newsroom or follow ESL FACEIT Group on LinkedIn.
