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May 27, 2019
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  DreamHack Selects Subnation As Official Cultural Experience Partner
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[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]



STOCKHOLM, and LOS ANGELES, Nov. 16, 2018 /PRNewswire-PRWeb/ -- DreamHack, the world's premier gaming lifestyle festival, today announced that Subnation, the multi-platform media brand that celebrates the culture and lifestyle of gaming and esports, will be the official cultural experience partner for their DreamHack Atlanta event on November 16-18, 2018. Subnation, the experiential gaming division of creative services company Big Block, will be delivering celebrity musical performances headlined by popular Atlanta based recording artist YFN Lucci, influencer activations and "The Official Closing Party of DreamHack Atlanta 2018," presented by Red Hat.

"DreamHack is one of the premiere gaming festivals in the world, bringing together gaming culture, top tier esports tournaments and the brands that celebrate the community like no other," said Ed Tomasi, Managing Director of esports at Big Block. "The energy at DreamHack is special, and to enhance the experience by delivering the Subnation platform to their audience will allow both organizations to level-up like never before."

"Big Block and their Subnation brand of entertainment allows DreamHack to deliver a higher-level live experience beyond of our already premium event elements, and accelerates the involvement of their long-standing brand relationships into our world-class gaming and esports festival", said Justin Burnham, Global Creative Director at DreamHack. "Together, we plan to deliver our attendees, players, partners and sponsors with a truly elevated experience."

Gaming and esports are part of several complementary verticals for Big Block, which serves as a creative solutions and production provider for the NFL, Ford, ESPN and Under Armour, among others. The company specializes in helping brands navigate new spaces with content production, interactive installations and digital experiences, via proprietary investments in artificial intelligence, live experiences and content optimization.

"We created Subnation from the same inherent fabric of gaming and esports experience that only our team has, which is why brands like Volkswagen, Red Hat, Plantronics and others are trusting us to usher them into the world of gaming and the cultural harmonies associated with it," said Seven Volpone, CEO at Subnation and Big Block. "We're curating the shared affinities of gamers like art, fashion and music, and giving the audience a one-of-a-kind experience created specifically for the communities that share these passions."

Subnation, Big Block's multi-platform media brand that celebrates the culture and lifestyle of gaming and esports, will also be hosting the official DreamHack closing party and concert, which will be presented by Red Hat. The concert will be streamed on Twitch the evening of Sunday, November 18th, live from The Tabernacle event hall in downtown Atlanta. Similar to its partnership with E3 2018, Subnation will serve as DreamHack's official cultural experience partner by featuring street artists and celebrity guest appearances.

"Hundreds of millions of young people around the world are shaping a new future that is no longer bound by traditional views on what a sport, athlete or "video game player" is," said Tom Flanagan, Chief Content & Innovation Officer at Big Block and Subnation. "Now is not the time for brands to resist, over-analyze, or sit on the sidelines and watch - the speed at which this culture moves will ensure that it will not be there for your brand when you're "ready" for it."

About DreamHack: 

DreamHack is the world's largest digital festival, a meeting place for gamers, with major events hosted each year in Europe and North America. Founded in 1994, DreamHack's core has always been the LAN party where attendees bring their computer from home and set up for 3 straight days of gaming. DreamHack's festivals have grown organically over time, becoming a platform for esports, Internet and gaming culture, intellectual and creative competitions, live music acts, lectures by industry experts, celebrity content creators, cosplayers, expo hall and much more.

About Big Block: 

Big Block is a creative services company, technology investor and IP accelerator that works with leading consumer, entertainment, and technology industry brands, including Under Armour, Ford Motors, ESPN, and Enterra Solutions. The company produces all forms of visual content, original entertainment properties, live-entertainment experiences and media+tech IP. In addition, Big Block actively invests in companies and people in emerging technology, media, and lifestyle companies, including the most advanced AI. By combining technology and active investments with creative production, Big Block focuses on better activating engaged audiences around content and turning conversations into valuable experiences and transactions.

About Subnation: 

Subnation is a multi-platform media brand that celebrates and elevates the lifestyle and culture of video gaming and esports through original content and live events. The company creates live curated festival experiences where creators, gamers and consumers come together to Hear, See, Shop, Discover, and Experience their shared passions. Subnation is known for programming high energy experiences featuring musical performances, live art installations and immersive activities showcasing the gaming culture, while helping integrate brands into the emerging esports market and creating engaging content. For 2018, Subnation was the official cultural experience partner of E3 and DreamHack Atlanta.

SOURCE DreamHack