Esplay AB, the Swedish esports and gaming platform, has entered a strategic partnership with Thon Hotel Oslo Airport to host the De_Airport Masters Counter-Strike tournament alongside the new gaming expo, Landing Zone 2026. The collaboration, scheduled for 19–22 February 2026, aims to transform the airport hotel into a premium destination for competitive gaming and community activities. This move continues Esplay’s strategy of expanding its physical presence in the Nordic region through partnerships with major hospitality brands.

The event will combine a VRS Tier-2 Counter-Strike tournament for international teams with the Landing Zone 2026 expo, featuring gaming zones and interactive experiences. This follows Esplay’s established pattern of creating hybrid community and professional events at non-traditional venues. In a press release, Esplay stated the partnership “highlights our commitment to accessible, high-quality competitive gaming and engaging events that bring Scandinavian gaming communities together.”

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The project for Thon Hotels Oslo Airport is being led by Stian Bergerud, who serves as Lead Collaboration and Innovation at Thon Hotels.

This Norwegian initiative is part of a broader Nordic expansion for Esplay. In December 2025, the platform announced its expansion into Denmark, with CEO Samuel Agirman citing the country’s “unique and deeply rooted Counter-Strike culture.” Concurrently, Esplay revealed a partnership with Elite Hotels of Sweden AB to launch the Elite Gaming by Esplay series, with its first BYOC LAN and professional tournament set for May 2026 in Helsingborg.

The trend of partnering with hotel chains comes amid shifts in the esports sponsorship landscape. Recent Valve policy changes banning the promotion of skin gambling and trading sites at official tournaments have created challenges for traditional Tier-2 scene sponsorships. Partnerships with mainstream hospitality brands like Thon and Elite Hotels offer an alternative revenue and venue model.

The deal with Thon Hotels signals the start of ongoing collaborations in Norway, including future tournaments and community events. Esplay’s dual strategy of geographic expansion into Denmark and developing hotel-based event series in Sweden and Norway positions the platform as a growing connector of Nordic gaming communities through both digital and physical experiences.

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