ESL Faceit Group

Creating a pan-global gaming experience at Clashfest, DreamHack Atlanta.

40,000

Guests

4.5

Million hours watched

$1.2

Million prize fund

The challenge

Our team at NJ Live were asked to coordinate multiple agencies across creative, technical, and production to transform Supercell’s Clashfest into DreamHack Atlanta’s standout moment – an immersive esports experience that would engage live audiences, digital viewers, and social media simultaneously.

Approach

We assembled and directed a pan-global team spanning three continents to design, develop, and execute the Clashfest 2025 experiential area. Our creative strategy centred on immersive world-building, channelling our deep understanding of the fandom to construct ultra-realistic scenic elements pulled directly from the Clash universe – an in-game castle, dramatic mountain scape, and cascading waterfall that blurred the line between digital fantasy and physical reality. To help drive global reach, we delivered professional-grade experiential infrastructure to accommodate multiple language broadcast booths and world-class commentary talent. Our dedication to authenticity complemented the activation to maximise organic amplification, attracting high-profile influencers whose live streams extended our content far beyond the venue.

Result

Over 40,000 attendees experienced the activation firsthand. The stage hosted two major esports tournaments and became the beating heart of DreamHack Atlanta, setting a new benchmark for fan engagement at gaming conventions.