It’s a first that will go down in the history of the automotive industry. At the world’s biggest festival dedicated to video games and e-sports, DreamHack Dallas 2025, Lamborghini has marked a strategic turning point by becoming the first automotive brand to take on the role of main partner.
This collaboration marks a powerful gesture, reflecting a clear new strategy : to bring the brand into the digital world, in tune with a new generation of enthusiasts.
Set up in the Kay Bailey Hutchison Convention Center, the Lamborghini stand was one of the major attractions of this 2025 edition of DreamHack Dallas. With a 300-square-meter space designed as a truly immersive universe, the brand captivated thousands of visitors with an experience combining design, professional racing simulation, Web3 exploration and a collection of exclusive digital content.
Participants were able to try their hand at driving on high-end simulators, discover the brand’s interactive ecosystem, and unlock an NFT inspired by the Lamborghini Revuelto. This limited-edition digital token quickly became one of the most coveted objects of the event, perfectly embodying Lamborghini’s strategy of linking the tangible and the virtual in a coherent and spectacular experience.
A digital strategy supported by numerous partners
Discover our plans Subscribe for 1€ Become an active member of the community of luxury leaders.
To continue reading this article, subscribe or log in to your account
Read also > Balenciaga and Lamborghini merge their worlds in an unprecedented collaboration
Featured photo : © Lamborghini
