Walmart is teaming up with DreamHack Atlanta this fall to bring an ‘80s-inspired gaming hub to one of the largest gaming festivals in North America. Running Oct. 31 through Nov. 2 at the Georgia World Congress Center, the pop-up is part of the retailer’s “Walmart Delivers” tour, a series of traveling experiences reimagining the classic delivery truck as an interactive destination.

Dubbed the “Lo-Fi Play” experience, the installation will feature a mix of nostalgic attractions, including playable retro video and board games from the 1980s and 1990s, 8-bit photo ops, and a chance for attendees to win free gamer merchandise sold by Walmart. The setup is designed to celebrate what Walmart describes as the “lo-fi gaming” aesthetic — the pixelated, 8-bit era that defined early console and arcade culture.

DreamHack Atlanta, organized by ESL FACEIT Group, is expected to draw tens of thousands of fans for its three-day festival celebrating all things gaming, from esports tournaments and cosplay to indie showcases and creator meetups. The event’s 2025 edition is slated to host its largest esports lineup to date, featuring both amateur and professional competitions across multiple genres.

Expanding Brand Presence in Gaming Culture

Walmart joins a roster of major sponsors including DHL, Red Bull, and Anthros, marking another step in the growing intersection between retail brands and gaming communities. The company’s involvement underscores an ongoing trend of consumer brands integrating into gaming spaces through experiential marketing and fan engagement.

“We are thrilled to welcome Walmart and their Walmart Delivers experience to DreamHack Atlanta,” said Andreas Jernberg, vice president of commercial at ESL FACEIT Group, in a statement. “Their lo-fi gaming hub adds a nostalgic spirit to our event and connects authentically with our audience.”

Following its Atlanta stop, the “Walmart Delivers” fleet will continue touring across major U.S. cities, including New York, Los Angeles, Chicago, and Dallas.