Automobili Lamborghini Makes a Major Stop at DreamHack Dallas

Key insights

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First move

Automobili Lamborghini is making its first direct entry into the gaming space.

The luxury automotive manufacturer will partner with ESL FACEIT Group for DreamHack Dallas, scheduled for May 23–25, 2025.

Interactive experiences

Onsite activations will include racing simulators and Web3-integrated experiences.

Attendees can access exclusive digital collectibles and participate in virtual racing competitions using the title Asphalt.

Fan engagement. Onsite activations include racing simulators, curated esports competitions, and Web3-integrated experiences, such as the display of a Lamborghini Revuelto with a custom in-game interoperable livery.

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Summary

Automobili Lamborghini has entered into a partnership with the ESL FACEIT Group to establish a significant presence at the DreamHack Dallas event, scheduled for May 23–25, 2025, at the Kay Bailey Hutchison Convention Center in Texas. This collaboration marks the luxury automotive manufacturer’s first direct foray into the gaming and esports industry, moving beyond its previous strategy of merely licensing intellectual property for racing video games.

The partnership features a substantial onsite activation, centered around a 300-square-meter booth designed to immerse attendees in the brand’s lifestyle. Planned activities include interactive racing simulators, curated esports competitions, and Web3-integrated experiences. A key highlight of the booth is the showcase of the Lamborghini Revuelto, which will be presented alongside an in-game digital livery, allowing fans to engage with the vehicle in both physical and virtual environments.

While the financial terms of the agreement remain undisclosed, the move signals a strategic effort by Lamborghini to align its brand identity with younger, gaming-oriented demographics. By integrating into a major event that hosts high-profile tournaments—such as the Call of Duty League Major IV and various Counter-Strike 2 competitions—the company aims to leverage the event's reach to foster deeper connections with the gaming community. This initiative reflects a broader trend of non-endemic luxury brands seeking to establish authentic, experiential touchpoints within the competitive gaming ecosystem.