Canadian organisation Luminosity Gaming has partnered with technology company BIG Digital to launch an interactive gaming activation that will head to music festivals.
The first instance of the partnership was present at the Bud Light Dreams Festival on June 29-30th.
Steve Maida, Founder and President of Luminosity Gaming discussed the deal in a release: “We believe there is a massive intersection of fans between the worlds of gaming and music. Our launch and presence at Dreams validated that belief. We received an overwhelmingly positive response throughout the weekend and can’t wait to replicate this success at other events in the future.”
Luminosity Gaming took its mobile setup – which incorporates an interactive touchscreen, on-site gaming stations, and merchandise stalls – to the festival in Toronto. The organisation will continue to head to other music festivals in the future.
Michael Girgis, Co-founder of BIG Digital also commented on the partnership: “The intent is to provide the esports experience to a wider range of audience groups. A key aspect was designing mobile and flexible structures for customizing the experience. 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. A Wi-Fi network enabled mobile contesting and further interactions and engagement by the attendees.”
This isn’t the organisation’s only tie to the music industry; Canadian rapper, singer, and songwriter Tory Lanez joined its ownership group and became a global ambassador in April.
Esports Insider says: This is an interesting effort and something worth keeping an eye on. We’re seeing more and more companies that believe in – and want to capitalise on – the potential intersection of esports and music. With Tory Lanez investing in Luminosity Gaming, there’s a definite opportunity there to experiment right away.