ESL and DreamHack officially merge into ESL Gaming

The esports landscape witnessed a transformative moment as ESL and DreamHack confirmed their official merger on September 30, marking a significant consolidation in competitive gaming’s organizational structure.

This strategic combination brings together two complementary powerhouses, with ESL GmbH now overseeing coordinated operations between both entities. The timing represents a pivotal shift in how major esports organizations approach market consolidation and brand synergy.

Established in 1994, DreamHack has transformed from grassroots LAN gatherings into premier gaming festivals that attract thousands of participants worldwide. These events distinguish themselves by creating immersive environments reminiscent of esports-themed conventions, where attendees can engage in multiple interactive experiences simultaneously.

The organization’s signature bring-your-own-computer LAN parties frequently incorporate cosplay contests, vendor exhibitions, and community activities that encourage direct fan participation. Beyond the festival atmosphere, DreamHack has increasingly hosted competitive tournaments for titles including Counter-Strike: Global Offensive, Fortnite, and StarCraft, bridging casual and professional gaming spheres. Modern Tactical Gaming (MTG), ESL’s parent company, acquired complete ownership of DreamHack in November 2015 through a transaction valued at approximately $28 million.

Following the acquisition, DreamHack and ESL developed increasingly interconnected operations, with DreamHack’s accessible tournaments serving as qualifying pathways to ESL’s elite international competitions. This tiered approach enables emerging talent to progress through clearly defined competitive ladders.

MTG has now completed the full organizational integration of DreamHack into ESL’s corporate framework. According to DreamHack co-CEO Marcus Lindmark, this consolidated structure facilitates more direct engagement with the global esports community while optimizing resource allocation.

“Through our combined capabilities with ESL, we can deliver customized experiences for both our dedicated communities and commercial partners across diverse geographic markets,” Lindmark explained. “This synergy allows us to present comprehensive gaming and esports opportunities while crafting memorable, high-impact events that resonate with participants long after they conclude.”

Despite the organizational merger, DreamHack will continue operating as a distinct brand with its unique event philosophy. In statements to WIN.gg, DreamHack PR manager Per Sjölin clarified that both organizations will maintain separate event portfolios, with ESL continuing its tournament-focused operations while DreamHack concentrates on festival production with emphasis on participant experience.

“Both brands will operate concurrently, creating novel opportunities for cross-promotion and expertise sharing at our respective events,” Sjölin stated. This parallel operation strategy ensures that each brand’s core strengths remain focused while benefiting from shared operational infrastructure.

The merger takes effect immediately, with ESL GmbH assuming responsibility for coordinating activities across both brands. ESL’s upcoming IEM New York 2020 Online competition, commencing September 6, represents the inaugural event under this new unified structure.

Unfortunately, DreamHack’s complete 2020 festival calendar has been postponed to 2021 due to global circumstances. Consequently, enthusiasts must await next year’s events to observe how the merger influences DreamHack’s legendary gatherings and whether the organizational changes enhance the participant experience that has defined the brand for decades.

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