Lamborghini made an appearance at an e-sports festival. It's new for a physical car to be showcased at a gaming festival, and that car is Lamborghini.
Automobili Lamborghini participated for the first time among automobile brands in the world's largest gaming and digital culture festival, DreamHack Dallas 2025, successfully creating new touchpoints with the digital generation.
During the event held from May 23 to May 25, Lamborghini participated as the main partner, showcasing a brand experience space that combined the excitement of e-sports, the precision of professional simulation racing, and Web 3.0 technology, which provides personalized information based on artificial intelligence and blockchain, engaging directly with thousands of on-site visitors.
At a booth of approximately 300 square meters set up in the center of the Kay Bailey Hutchison Convention Center in Dallas, Texas, thousands of visitors experienced Lamborghini's innovative technology and imagination throughout the event. Programs included experiencing virtual driving through high-performance racing simulators and collecting limited edition NFTs inspired by the Revuelto, Lamborghini's first V12 plug-in hybrid super sports car. This NFT was noted as one of the most popular contents at the site.
At the center of the booth, a specially customized Revuelto with an attention-getting livery was displayed. The Revuelto is Lamborghini's first high-performance electrified vehicle (HPEV) and presents a new paradigm for super sports cars. Combining Lamborghini's iconic V12 engine with three electric motors, it delivers an explosive performance of up to 1,015 horsepower. The customized Revuelto displayed at the event was also realized in the same form within the game, hailed as symbolic content that blurs the boundaries between virtual and reality.
Lamborghini deepened its content through various global partnerships. By collaborating with Animoca Brands, the parent company of Sandbox, Motorverse, and Gravitaslabs, Lamborghini established the official Web3 platform, Fast ForWorld, allowing visitors to collect limited edition digital Revueltos. This platform presented a blockchain-based participatory brand ecosystem, offering new touchpoints for MZ generation fans.
Additionally, the dynamic simulator and Revuelto-specific steering wheel completed in collaboration with leading racing simulator companies Vesaro and Moza Racing were unveiled for the first time at the event, providing a realistic driving experience through the popular racing games Assetto Corsa Competizione and Assetto Corsa Evo.
Bridgestone, the official partner of Automobili Lamborghini and a premium tire brand, held an e-sports program that combined the Asphalt game tournament with influencer streaming, and a treasure hunt quest incorporating Web 3.0 technology that received a great response. On the last day of the event, the Lamborghini Revuelto Esport Challenge final was held, adding to the excitement.
In addition, an exhibition featuring the popular professional gamer 'Faker' and global partner premium gaming furniture brand Secretlab attracted attention. Secretlab installed gaming chairs, the TITAN Evo, and desks, the MAGNUS Pro, that reflect Lamborghini's design language, creating a sensory immersive space. The ESL FACEIT Group operated the 'Drive the URUS' experience program, featuring the renowned pro gamer Clix, which drew significant interest from attendees.
Christian Mastro, marketing director at Automobili Lamborghini, noted, "Participating in DreamHack Dallas 2025 is more than just sponsorship; it is a significant start for Lamborghini to communicate with the digital generation in new ways," adding, "By combining performance, design, and digital innovation, we realized Lamborghini's vision for the future at a new level."
[OSEN]