Luminosity Gaming have announced a brand new partnership with technology company BIG Digital, with both parties aiming to create unique gaming experiences for players.
The highly respected North America esports organization linked up with the technology company to launch the first of many gaming activation sessions at the Bud Light Dreams Festival, which ran between June 29 to June 30.
Following the festival, Steve Maida, founder and president of Luminosity Gaming, revealed the organization's ambition to bring an esports experience not only to more gamers, but also to branch out to a wider audience in the future.
"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," Maida said.
He added: "We received an overwhelmingly positive response throughout the weekend and can't wait to replicate this success at other events in the future."
Founded in February 2015, Luminosity Gaming have achieved remarkable success in the esports industry so far and BIG Digital is just one of many big businesses they are now affiliated to - with the likes of Scuf Gaming, Twitch, and Universal Music Canada all current sponsors.
This partnership is just the latest step taken by the esports organization to bridge the gap between esports and the mainstream, after signing Formula, Kiwiz, Nicks, and Randumbs creators in June.
BIG Digital co-founder Michael Girgis echoed those same aspirations, too, and even gave esports fans and festival goers an idea of what to expect from this partnership moving forward.
"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.