On June 2, the long-running gaming convention DreamHack held its largest-ever North American event in Dallas, Texas. With 50,000 attendees crossing the threshold during the three-day festival, the success of the event showed that live attendance is still on the rise in gaming and esports.
The record attendance of DreamHack Dallas 2024 was reflected in an expansion of the event’s sponsorship business this year. Advertisers such as Porsche, Logitech and Intel were heavily featured on the show floor and alongside the festival’s packed schedule of esports tournaments.
Throughout the weekend, brands’ booths and activations drew ample foot traffic, with many attendees treating them no differently than the rest of DreamHack’s non-sponsored content. (Editor’s Note: DreamHack owner ESL/FACEIT Group paid for this reporter’s travel and lodging at DreamHack Dallas.)
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