DreamHack partners with Sony to organize a festival in Japan

Esports company and tournament operator DreamHack has announced a partnership with Sony Music Entertainment. As part of the deal, the company is organizing its own festival in Japan next year. The event will include a number of esports tournaments, as well as music concerts and cosplay competitions. In addition, Sony will include several booths in the event, such as anime, apps, music, esports, VTubers, and digital technology.

Tsutomu Noguchi, Senior Vice President of Planning and Production at Sony Music Entertainment: "We are thrilled to be bringing DreamHack to Japan, which is hugely popular with esports fans around the world, and we look forward to bringing our entertainment content to life. Together with ESL FACEIT Group and the creative team at STARBASE hope to create the best DreamHack festival in the world."

In particular, Sony Music Entertainment became the owner of the DreamHack license in the country as part of the cooperation. Information about the location and dates of DreamHack Japan will be revealed later, however, the event will take place in 2023.

Shaheen Zarrabi, DreamHack VP of Strategy & Growth: "We are thrilled to welcome Sony Music Entertainment and Japanese gamers to our growing global community. The partnership will allow us to bring together Sony Music Entertainment's intellectual property across industries as well as a 24-hour festival weekend. an end that brings the entire gaming community under one roof."

The deal marks DreamHack's entry into the Asian market after years of hosting events in Europe and North America. DreamHack is also continuing to develop DreamHack Sports Games, its sports sim division, throughout 2022.

The day before, DreamHack added a total of 19 esports tournaments to their Atlanta event. The Classic Festival will feature a $100,000 Fortnite Championship.