UK teenagers are increasingly choosing gaming festivals over traditional music events, according to a new study commissioned by ESL FACEIT Group ahead of the DreamHack Birmingham 2026.
The survey of 2,000 13-19 year olds found that 90% are more likely to attend a gaming festival before a music festival, with 92% preferring the idea of going with friends. 94% described attending a gaming festival as a modern rite of passage, highlighting the shift in youth culture.
Gaming has overtaken music in teenagers’ daily lives. 91% say gaming plays a bigger role than music, rising to 84% among girls, who also report feeling safer at gaming events (95%) and supported by parents (93%).
Gaming stars are now as influential as pop artists. 88% of teens said famous streamers or esports pros are just as important—or more so—than top music artists, with many willing to travel up to 152 miles to see them in person.
Affordability is a key factor in the shift. 96% of UK teens see music festivals as too expensive, with typical tickets far exceeding young people’s budgets. By contrast, DreamHack Birmingham 2026 three-day passes start at £39, compared with over £373 for a single Glastonbury ticket.
Shahin Zarrabi, VP Festivals at ESL FACEIT Group, said:
“Gaming isn’t part of the culture; it is the culture. DreamHack Birmingham 2026 will be where the UK gaming community comes alive: safe, authentic, unforgettable. No mud-fields, no chasing influencers, no £300 wristbands. Just pure gaming.”
With 94% of Gen Alpha regularly playing video games, gaming festivals are cementing themselves as teenagers’ cultural milestone of choice. From an industry perspective, these numbers underline a massive opportunity: gaming events are not just niche entertainment—they are becoming mainstream cultural touchpoints. For event organisers, sponsors, and esports brands, this level of engagement and preference among teens is unusually strong and highly actionable.
