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

 

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Read also > Balenciaga and Lamborghini merge their worlds in an unprecedented collaboration

 

Featured photo : © Lamborghini

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Anthony Conan
Graduated as a multimedia journalist in 2019, Anthony Conan has multiplied his experiences, notably as an editorial assistant at TF1 and as a radio journalist at RCF Bordeaux. He specializes in video editing in addition to writing, and has developed a particular interest in economics.
luxus magazine printemps 2025

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