Tournament organiser DreamHack has entered a partnership with Swedish consumer electronics retailer Elgiganten that spans multiple years.
The partnership will see the retailer become the offical Nordic partner of DreamHack, focusing on DreamHack’s summer and winter events through 2022.
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Beginning with DreamHack Winter 2020, Elgiganten will have an increased presence by running all of the festival and merchandise stores at application DreamHack events.
Niclas Ericksson, CEO of Elgiganten, spoke on the deal in a release: “I see great opportunities with our partnership with DreamHack. I believe we can strengthen each other and make Elgiganten stores a natural place were all gaming enthusiasts can meet up all year-round. At Elgiganten we strongly believe in the store experience and this gives us the opportunity to take our store gaming concept to new heights.
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