DreamHack and Elgiganten Announce Record-Breaking Five-Year Partnership

STOCKHOLM - 30 June 2026 — DreamHack, an ESL FACEIT Group (EFG) brand, today announced a historic five-year renewal of its partnership with Elgiganten. This landmark extension secures Elgiganten’s position as the Presenting Partner for DreamHack’s Swedish festivals through 2029, as well as being the Exclusive Retail Partner, marking the longest-running retail partnership in the history of the Swedish gaming and esports market.

At a time of rapid evolution within the industry, this half-decade commitment underscores a profound level of stability and mutual trust. This renewal solidifies Elgiganten’s status as the undisputed "Home of Gaming" across the Nordic region.

More than a traditional sponsorship, Elgiganten has become woven into the fabric of the DreamHack experience. As both the official Presenting Partner and Exclusive Retail Partner, Elgiganten retains exclusive retail and hardware rights, ensuring they remain the primary destination for the tens of thousands of gamers who descend upon the festival each year.

"Elgiganten isn't just a name on a banner; they are a cornerstone of the DreamHack community," said Andreas Jernberg, VP Brand Partnership Development at ESL FACEIT Group. "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. We are thrilled to continue building the 'Home of Gaming' alongside a partner that truly understands our fans."

"We have always aimed to be more than just a place to buy hardware; we want to be the heartbeat of the gaming community in the Nordics," said Alexander Åberg, Gaming Content & Event Manager at Elgiganten. "Renewing our partnership for a record-breaking five years allows us to dream bigger and invest deeper into the DreamHack experience. From our 2,000 sqm store to the '1337 moments' on stage, we are proud to officially remain the 'Home of Gaming' for years to come."

Fans can expect the continued presence of Elgiganten’s massive festival footprint, which includes:

• The Elgiganten Mega-Store: A massive 2,000+ sqm retail experience located directly within the expo, offering the latest in hardware, peripherals, and exclusive festival deals.
• The "1337 Moment": A fan-favorite daily ritual on the DreamHack stage, where Elgiganten and its partners distribute premium merchandise and gear to the crowd.
• Immersive Activations: A dedicated high-energy activation area designed to showcase next-generation gaming tech and interactive experiences.
• Integrated Branding: The continued use of the prestigious co-branded DreamHack festival logo, symbolizing a unified vision for the future of Nordic gaming.

In tandem with this historic partnership, DreamHack is proud to spotlight the evolution of the festival experience through the newly designed Community Hall. Rooted heavily in the thriving world of physical, analog, and social gaming, this massive zone serves as the ultimate hub for fans of Trading Card Games (TCGs), tabletop board games, and grassroots subcultures to connect face-to-face.

Key destinations within the Community Hall include:

• TCG Market & Tabletop Area: The beating heart of the hall, this high-dwell-time social gaming district is built specifically for both casual and competitive fans of TCGs and tabletop board games. Attendees can jump into official competitive tournaments, learn the ropes at dedicated learn-to-play hubs, enjoy relaxed free-play areas, or browse specialised hobby vendors for rare singles, card sleeves, and tabletop expansions.
• Artist Alley & Creative Marketplace: A curated destination spotlighting independent artists, illustrators, and makers from across the gaming, tabletop, anime, and internet culture spaces. Fans will have the unique opportunity to buy exclusive custom playmats, tokens, and products, commission original artwork, and connect directly with their favorite creators.
• Community Stage & Power-Up Rows: Giving niche passions and grassroots communities their moment in the spotlight. This dynamic, community-led stage will host a packed, non-stop weekend schedule of TCG strategy panels, tabletop design workshops, fan Q&As, and high-energy dance-offs. Nearby, the Community & Charity Row will allow attendees to discover new local gaming tribes and philanthropic organizations.
• Meet & Greets: Giving fans unparalleled access to the personalities behind their favorite physical and digital games, streams, and Esports moments. The dedicated zone will feature signing sessions, photo opportunities, and exclusive interactions with headline creators, tabletop icons, voice actors, and Esports teams.
• "Quest" – The Gamified Festival Adventure: Turning the entire DreamHack visit into a live-action game. Attendees can team up with friends to complete interactive challenges, follow sprawling storylines, and climb leaderboards while exploring different festival activations and sponsor zones to earn exclusive rewards.
• The Chill Zone: A high-impact, relaxed environment specifically designed for friends, families, and tabletop guilds to step away from the high-energy show floor. It is the perfect place to unwind, chat about the day's tournament brackets, or simply sit back and recharge.

This long-term deal serves as a powerful signal of strength within the Nordic esports ecosystem. By committing to a five-year term, Elgiganten demonstrates its unwavering belief in the growth of gaming culture and its dedication to providing the community with a physical touchpoint for the world's best technology.