Credit: Luminosity Gaming
Mentioned in this article
- Luminosity Gaming activated at this past weekend’s Bud Light Dreams Festival in Toronto, thanks to a partnership with BIG Digital.
- The interactive experience featured playable games and esports-related content.
- Luminosity is in the process of being acquired by Aquilini GameCo, and will also be merged with content company Enthusiast Gaming.
Luminosity Gaming 
recently partnered with experiential technology company BIG Digital to create an activation for the Bud Light Dreams Festival in Toronto.
Held on June 29-30, the music and arts festival featured a collaborative experience between the companies that allowed attendees to play games, watch Luminosity-centric esports content, and purchase merchandise.
“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,” said Luminosity Gaming founder and president Steve Maida, in a release. “We received an overwhelmingly positive response throughout the weekend and can’t wait to replicate this success at other events in the future.”
In addition to potential future activations, as Maida suggested, a release notes that the two companies are working on ways to educate brand partners about Luminosity Gaming and the esports market.
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Luminosity Gaming is currently in the process of being acquired. In March, Aquilini GameCo announced that it had raised $25M CAN ($19.1M USD) to acquire the organization, after reaching a share purchase agreement with Maida in February. The companies were already partners through the Vancouver Titans in the Overwatch League , which is owned by The Aquilini Group and operated by Luminosity.
In late May, the companies added another wrinkle with the announcement of an agreement to merge Luminosity Gaming with content company Enthusiast Gaming. Aquilini GameCo will complete a reverse takeover of J55 Capital Corporation after completing the transaction for Luminosity Gaming. Following those moves, J55 will then immediately acquire all outstanding shares of Enthusiast Gaming in exchange for common shares of J55. The transactions are expected to be completed by Q3 2019, according to a release.
