ESL FACEIT Group and Automobili Lamborghini logos on the DreamHack Dallas esports stage with a large audience

Lamborghini Becomes the First Automaker at DreamHack Dallas

The Revuelto anchored a 300 square meter booth at the world's largest gaming lifestyle festival, May 23–25.

Lamborghini became the first automotive brand ever to partner with DreamHack, bringing a one-of-a-kind Revuelto, driving simulators, and Web3 activations to the Kay Bailey Hutchison Convention Center.

The in-game interoperable livery concept

The physical Revuelto on display carried a custom livery that was digitally replicated inside the event's driving simulators, a concept Lamborghini calls in-game interoperable livery.

Beyond passive game licensing

Lamborghini's DreamHack partnership goes beyond licensing a car model to a game studio — it represents an active, physical presence at a gaming lifestyle event complete with branded activations.

Exclusive hardware debuts at the booth

Moza Racing launched its new Revuelto steering wheel exclusively at DreamHack, while a dynamic simulator developed with Vesaro and Lamborghini Centro Stile also debuted at the event.

What the strategy means for owners

Lamborghini is clearly investing in blending physical and digital brand engagement, which could eventually translate into integrated digital ownership features, enhanced configurator tools, or exclusive sim racing content.

Customization culture meets the virtual world

A livery that bridges physical and virtual ownership feels like a natural extension of the customization culture Lamborghini owners already embrace through the Ad Personam program.

A different kind of stage

A gaming convention full of young, digitally native fans gave Lamborghini zero direct automotive competition — arguably a better stage than yet another Geneva or Pebble Beach appearance.

Web3 activations through Fast ForWorld

Attendees could unlock an exclusive digital collectible and engage with Fast ForWorld, Lamborghini's interoperable digital-car ecosystem built with partners including Animoca Brands, Motorverse, and Gravitaslabs.

The scale of Lamborghini's commitment

Lamborghini committed a 300 square meter booth, multiple hardware partnerships, a one-of-a-kind Revuelto with a custom livery, and Marketing Director Christian Mastro's public commentary to signal this was far more than an experiment.