Dreamhack extends partnership with Elgiganten for future gaming festivals

DreamHack has announced a five‑year extension of its partnership with Elgiganten, securing the retailer’s role as Presenting Partner and Exclusive Retail Partner for all Swedish DreamHack festivals through 2029. According to DreamHack, this marks the longest‑running retail partnership in the history of the Swedish gaming and esports market.

The renewed deal ensures Elgiganten will continue to operate its large on‑site presence at DreamHack events, including a massive Elgiganten on-site store, daily giveaways, and a range of hardware‑focused activations. DreamHack says the partnership has become “woven into the fabric” of the festival experience, with Elgiganten maintaining exclusive retail and hardware rights at the events.

“Extending our journey for another five years, a record for our market, proves that the bridge between retail and the gaming lifestyle is stronger than ever,” said Andreas Jernberg, VP Brand Partnership Development at ESL FACEIT Group. Elgiganten’s Alexander Åberg added that the retailer aims to remain “the heartbeat of the gaming community in the Nordics.”

Alongside the partnership announcement, DreamHack highlighted the continued evolution of its festival layout, including the newly expanded Community Hall. The zone will serve as a hub for tabletop and trading card game fans, featuring competitive tournaments, free‑play areas, hobby vendors, an Artist Alley, community‑led stage programming, meet‑and‑greets and a new gamified festival adventure called “Quest”.

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