90% of UK teens would pick gaming over music as first festival experience, data shows price is just one reason why
Last week saw the announcement of DreamHack Birmingham, taking place in the UK between March 27th and 29th, 2026. The event will feature the prestigious ESL One tournament, hosting sixteen of the world’s best Dota 2 teams. More than that though, the event is a full-blown gaming festival – not just the host of ESL One. There will be a sprawling expo area with special guests, indie game showcases, freeplay games (all to be announced), and more.
These huge esports events have grown beyond just the tournament fixtures, and new data sourced from media group 3Gem shows teens in the UK massively favor gaming festivals over music festivals. DreamHack Birmingham tickets go on sale on September 23rd at 3 PM, BST, starting at £39.00 (early bird price) for a 3-day ticket.
Gaming & tournaments top list of festival experiences for young people
The ESL FACEIT Group study reveals that 90% of UK teens are more likely to attend a gaming festival such as DreamHack compared to a ‘traditional’ music festival such as Glastonbury (the UK’s largest). 91% of respondents say gaming plays a bigger part in their young lives than music. This data was gathered from “2,000 British teens between 13-19 years old” in September 2025. In addition to this, the study pinpointed a top 10.
Top 10 ‘festival’ experiences young people look forward to:
- Hands-on gaming and participating in community tournaments – 53%
- Seeing celebrities and creators up close and meet & greets – 43%
- Watching favourite esports pros compete on stage – 32%
- Meeting / making new friends with people from across the country / world – 32%
- Sense of community / Finding communities – 23%
- Playtesting new and upcoming indie games – 22%
- Spending quality time with friends / creating memories with friends – 18%
- Being away from home – 11%
- Meeting online friends for the first time – 9%
- Discovering new talent – 8%
Research conducted by 3Gem
The survey was commissioned to celebrate the DreamHack Birmingham and ESL One announcement. It recognizes a shift of celebrity status – 88% of teenagers say famous gaming creators and professional players are “just as important – if not more so” than top musical artists. 50% say they hold equal status, while 38% place gaming creators/pros above pop stars.
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Music festivals a big price to pay for a weekend out
One big aspect of the survey is the cost. Top musical festivals, as you probably know, have grown to be incredibly pricey, even before you factor in resellers. The research highlights a massive “96% of UK teens believe music festivals are unaffordable for the average teen,” who typically has to spend around £200 on tickets. This price gap is highlighted as an even bigger barrier in Wales and Scotland. The £39.00 early bird 3-day DreamHack Birmingham ticket will be priced at £59.00 after the first two weeks, which still pales in comparison to over £373 for a single Glastonbury ticket.
“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.”
Shahin Zarrabi, VP Festivals at ESL FACEIT Group
Shahin Zarrabi highlights the safety aspect above. The research says “84% [of teens] believe their parents are more likely to let them attend a gaming festival over a music one,” with 95% of female teens saying they would personally feel safer at a gaming festival.
You can keep up to date with the latest from ESL FACEIT Group on their website.
