"The intent is to provide the esports experience to a wider range of audience groups," Girgis said. 

"The combination of gaming containers and digital technology, including a giant LED billboard and pop-up digital screens, featured Luminosity content that showcased team and player segments as well as a curated social conversation to festival attendees."

Attendees of Dreams, as well as events taking place later in the calendar year and beyond, will include Wi-Fi network enabled mobile contesting, pitting players against one another in an interactive setting. 

Both businesses will be working closely together to ensure these experiences are increasingly interactive, with a view to potentially expand their audience to perhaps people that weren't interested in esports and gaming before.