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					INDEX
1. COVER
2. INDEX
3. INTRODUCTION
4. DHW IN NUMBERS
5. MAP
6. GRAND OPENING
7. DREAMHACK MAGAZINE
8. DREAMEXPO
9. DREAMEXPO
10. DREAMEXPO
11. DREAMSTORE
12. FOOD AND BEVERAGES
13. LIVE ON STAGE
14. LIVE ON STAGE
15. LIVE ON STAGE
16. LIVE ON STAGE
17. COVERAGE
18. DREAMARENA ORANGE
19. DREAMARENA EXTREME
20. ESPORT – STARCRAFT 2
21. ESPORT – COUNTER-STRIKE 1.6
22. ESPORT – SUPER STREET FIGHTER IV
23. ESPORT – HEROES OF NEWERTH
24. ESPORT – TEKKEN 6
25. ESPORT – CALL OF DUTY BLACK OPS
26. ESPORT – GUITAR HERO
27. ESPORT – QUAKE LIVE
28. ESPORT – FEMALE ALLSTARS
29. KREATIV
30. DREAMHACK ACTIVE
31. FACTS FROM THE VISITORS
32. THANK YOU

                                       02
13292 CONNECTED DEVICES! 17768 VISITORS!



                                           DreamHack Winter is the grand
                                           finale of all things DreamHack and
                                           once again the festival went on to be
                                           the biggest in DreamHack-history.

                                           Our own record from 2007 was to-
                                           tally crushed! At DHW2010 we had
                                           a total of 13292 connected devices
                                           NEW GUINNESS WORLD RECORD!

                                           The total number of visitors went
                                           up with over 4000 from last year,
                                           DreamHack Winter 2010 was visited
                                           by 17768 people, a new record!

                                           The most hardcore DreamHack
                                           fans arrived 2 days before opening,
                                           camping outside just to be the very
                                           first in.




                                                                           03
THE NUMBERS

DreamHack Winter 2010 in numbers:                                   DreamHack in Sweden 2010
                                                                    3-6 January, Stockholm Winter Games, Stockholm, 10 000 visitors
13.292 connected devices                                            9 feb - 15 april, DreamHack Sälen, 2500 visitors
                                                                    16 February, Nolia Utbildning och Framtid Piteå, 3600 visitors
650.000 SEK in esport prize purse                                   18 February, Nolia Utbildning och Framtid Umeå, 3935 visitors
                                                                    23 February, Nolia Utbildning och Framtid Sundsvall, 3700 visitors
17.768 visitors                                                     25 February, Nolia Utbildning och Framtid Östersund, 3140 visitors
                                                                    30 april, Future Friday Kista, 1073 visitors
75.000 cans of soft drinks sold                                     9-11 April, Uppcon Uppsala, 3500 visitors
                                                                    30 April, Fullt Ös Kalmar, 1400 visitors
10 km added extra network cable in the network                      13-15 May, DreamHack Skellefteå V, 1500 visitors
                                                                    19-21 May, Joystiq Event 3.0, Konserthuset Malmö, 2000 visitors
40 Gbit Internet from Telia                                         29 May, DreamHack Qualifier, Göteborg, 100 visitors
                                                                    5 june, DreamHack Qualifier, Inferno Online, Stockholm, 100 visitors
450.000 picture views on our Flickr                                 19-21 june, DreamHack Summer 2010, 13 000 visitors
                                                                    7-15 augusti, DreamHack at Stora Nolia, Piteå 180 000 visitors
1.4 milion unique live stream viewers                               31 oct- 1 nov DreamHack Skellefteå VI 1 500 visitors
                                                                    4-7 november, Gamex, Kista, 30 000 visitors
200.000+ unique vistors on DreamHack.se                             25-28 November, DreamHack Winter 2010, Jönköping, 17768 visitors

45.000 square feet of digital festival.




DreamHack World Wide 2010
During the year we arranged international events together with our partners in France, Spain, China, United Kindom, Benelux, Latin America,
Norway, Finland, Denmark, Turkey, Czech Republic to name a few. At the world expo in Shanghai, China DreamHack was featured as part
of the Swedish pavillion during may to october. With the Digital Youth Award we arranged alot of exhibition matches between Heroes Of
Newerth teams from around the world.




                                                                                                                                    04
Map of DreamHack Winter 2010




                               05
THE GRAND OPENING




DreamHack opens at 08.00 the first day but its not until 16.00 DreamHack officially opens and we cut the lights in all halls. This year we had
a great laser show kicking of the world largest digital festival.



                                                                                                                                       06
DREAMHACK MAGAZINE

                                                  DHM is issued in 15 000 copies and
                                                  is also distributed at Inferno Online
                                                  and IT Schools around Sweden.
    DHM is our own festival
    magazine covering gaming,
    esport, hardware and other
    things surrounding the
    digital culture. All visitors
    at DreamHack Winter 2010
    recieves the magazine at
    their seats.




             70,7% of the visitors at DreamHack
             Winter reads the magazine and
             42,7% keeps it and bring it home.




                                                                                          07
DREAMEXPO

In our DreamExpo you will find many of the largest an most innovative company’s showing of the latest hardware, gaming gear, games and
gadgets often with great fun and activities like shoot outs, giveaways an mush more. Meet developers, pro gamers, politicians, teachers and
often even celebrities.


      •Activision                                    •Golden Waffle                                 •Racketcentrum
      •Antec                                         •Höglandsgymnasierna                           •Rädda Barnen
      •Asus                                          •Högskolan i Jönköping                         •Razer
      •BenQ                                          •Högskolan Södertörn                           •Roccat
      •Bergsala Enigma Distribution                  •Inferno Online                                •Rockstar Energy
      •Binero                                        •Intel                                         •Saab Combitech
      •Bloodline Champions                           •IT gymnasiet                                  •Sapphire Technology
      •boardlife.se                                  •JNYTT                                         •Scandic
      •Bogal                                         •John Bauer Organization                       •Scouterna
      •BRIS                                          •Jönköping Energi                              •Seagate
      •BTH                                           •Jönköping Fritid                              •SEB
      •Burger King                                   •Jönköpings länsbibliotek                      •Sennheiser
      •Candy People                                  •Jönköpings Posten                             •SJ event
      •Capcom                                        •Kaspersky                                     •SKTF
      •Cisco                                         •Komplett.se                                   •Smålands Turism
      •Coca-Cola                                     •KTH                                           •SteelSeries
      •CoolerMaster                                  •Kunskapsskolan                                •Tekniska högskolan vid LiU
      •Destination Jönköping                         •KVD Kvarndammen AB                            •Telia
      •DreamHack Active                              •Langosvagnen                                  •THQ
      •Drogfritt                                     •Lifeportalen                                  •TUC Yrkeshögskola
      •DSV                                           •Linnéuniversitetet                            •Turtle Entertainment
      •EIZO                                          •Ljud och Bildskolan                           •Två kockar Jönköping
      •Elmia                                         •Minecraft                                     •Unga Elektriker
      •Energizer Lithium                             •Mionix                                        •Uppsala Universitet
      •Ericsson Labs                                 •MSI                                           •Wannfors
      •ESET                                          •Panvision                                     •Webhallen
      •Familjen Dafgård                              •Pepsi                                         •Western Digital
      •Flyglinjen                                    •Posten Sverige                                •Zowiegear




                                                                                                                                    08
DREAMEXPO




            09
DREAMEXPO




            10
DREAMSTORE

DreamStore is DreamHacks festival store organized together with Webhallen with great offers on hardware, software, games, gadgets and
game gear. This festival we broke all previous sales numbers!




                                                                                                                                11
FOOD AND BEVERAGES



                     At DreamHack we offer a wide range
                     of festival food . All from Pizza, Kebab,
                     Langos to more traditional Swedish
                     food in the Elmia resturangs and kiosks.
                     One of the absolute most popular is of
                     course the Billys pizzas in Hall D where
                     the food is served 24/7




                                          Our own 3 kiosk located in Hall B, C
                                          and D sold over 75 000 cans of soft
                                          drinks.




                                                                12
LIVE ON STAGE

                            Performances at the main stage:
                            DEN SVENSKA BJÖRNSTAMMEN
         Slagsmålsklubben   Slagsmålsklubben
                            Alice in Videoland
                            250Kg Kärlek
                            fsFreak                           Yersinia
                            YERSINIA
                            Adept
                            Mimikry
                            DJ Hance
                            Rectonez and F1nggy
                            Kevin Vera
                            DJ Hance




                                                                 13
LIVE ON STAGE



                                                    Mimikry




                          The main stage in the
                          party hall D is one
                          of the most popular
     Alice In Videoland
                          things on the festival.
                          This time we had a
                          great line up of live
                          acts attracting alot of
                          day visitors.




                                                              14
LIVE ON STAGE

                DEN SVENSKA BJÖRNSTAMMEN

       Dj’s




                                   15
LIVE ON STAGE


250 kg Kärlek




                                                    Adept




                Be sure to check out the perfor-
                mances from the main stage at our
                Youtube channel
                www.youtube.com/dreamhackmedia




                                                        16
LIVE COVERAGE FROM DREAMHACK

                    DreamHack gets more
                    and more popular both in
                    traditional press and spe-
                    cialized media like esport
                    and tech. This time we had
                    over 220 journalist acri-
                    dated and 17 live streams
                    covering all aspects of the
                    festival. The total amount
                    of viewers watching live
                    was totaly amazing, over
                    1,4 million unique users
                    followed us!

                    All channels was presented
                    on live.dreamhack.se
                    where people not attending    Live Streams at DreamHack Winter 2010
                    the festival could choose     Sveriges Television – SVT Play
                    what channel to watch.        DreamHack Main Stage
                                                  DreamHack DreamArena Extreme
                    During the festival www.      DreamHack DreamArena Orange
                    dreamhack.se was visited      Day9 – Live from EIZO stage
                    by over 200 000 unique        Intel Pack4DreamHack
                    persons                       Rakaka.se
                                                  PlayDH.com
                                                  LevelUP TV 1
                                                  LevelUP TV 2
                                                  ShoutCraft
                                                  Gamesports.net
                                                  KAOS TV
                                                  ACL Games TV
                                                  Momentum




                                                                              17
   DREAMARENA ORANGE

DreamArena Orange is the stage
for lectures, political debates, tech
demonstrations and much more. The
arena is located in direct conjunction
to DreamArena Extreme and was            Thursday 25 November
filled with great content. This festi-   17:10 Information: Combitech and DSV explains their programming competition
val we livestreamed all content for      18:00 Lecture: FRA - Reverse Engineering and Malware
the first time reaching out to people    19:00 Presentation: Battlefield Play4Free a new free to play game, from Easy
from around the world.                   20:00 Information: Gymnasieutbildningen digitala rummet
                                         21:00 Information: Ericsson explains their Application Hackathon



                                         Friday 26 November
                                         11:30 film clip festival
                                         13:00 Politisk debatt om digitala fragor
                                         15:30 Lecture: Kaspersky Labs - Why do we still get hacked?
                                         16:30 Lecture: Bloodline Champions
                                         18:00 Lecture: Hyper Island - The latest within Mobile Applications
                                         19:00 Josef Fares
                                         20:30 Lecture: Sodertorns Hogskola - Gamedesign workshop



                                         Saturday 27 November
                                         11:45 Tetris mini tournament
                                         13:00 Lecture: Hyper Island - The latest within Mobile Applications
                                         14:00 Lecture: FutureGames - the fastest way to get a job in the gaming industry!
                                         15:00 Lecture: Working with E-sport
                                         16:00 Lecture: Binero - How to use the internet to make money and get a job
                                         17:00 Drogfritt.nu - Stand up show
                                         18:15 Soundation Studio - Create music online, in the cloud!
                                         19:30 Lecture: The Dreamhack network!



                                                                                                                    18
   DREAMARENA EXTREME

DreamArena Extreme is the venue
for all the great esport finals at     Thursday 25 November
DreamHack and can take 1100            20:00 StarCraft II: Group A Round 1
simultaneous visitiors. This time      21:00 StarCraft II: Group A Round 2
we saw an enourmous increse in         22:00 StarCraft II: Group A Round 3
demand and we totally maxed out
the capacity during StarCraft II,
Counter-Strike 1.6 and Heroes Of
                                       Friday 26 November
Newerth.
                                       13:00 StarCraft II: Group E Round 1
                                       14:00 StarCraft II: Group E Round 2
During the smaller games we also
                                       15:00 StarCraft II: Group E Round 3
saw the same growth and now we
                                       16:30 Final: Guitar Hero SM - Guitar Hero 5
are actually starting to grow out of
                                       19:30 Final: Super Street Fighter IV
DAE for the first time. All the con-
                                       21:00 Final: Heroes of Newerth
tent at DreamArena Extreme is
live streamed on multiple streams
and vods are availble at Youtube.
com/dreamhackmedia and SVT.se/         Saturday 27 November
Dreamhack                              15:30 Telia/PlayDH: FIFA11
                                       17:00 Final: StarCraft II
                                       19:30 Final: Quake Live
                                       21:00 Final: Counter-strike 1.6




                                                                                     19
   ESPORT – STARCRAFT 2

The buzz surrounding our tourna-
ment in StarCraft 2 was immedi-
ately after our announcement on a
record high level. Several of the best
players from all over the world was
invited and we also conducted a lot
of qualifiers with our international
partners. The wooping prize purse
to the value of over 200 000 SEK
where 100 000 in cash was awarded
directly to the winner was the larg-     DreamHack SteelSeriesLAN Tournament
est in DreamHack history in a 1vs1
                                         Prize Purse: 205 000 SEK
game.                                    Sponsors: SteelSeries, EIZO & Sapphire
                                         DreamHack Champion: Naama (Finland)
On location covering all matches on
live stream we had Sean [Day9] Plott
attracting hordes of fans to the EIZO
stage in Hall C and of course to the
DreamArena Extreme where we had
over 1000 people that just could not
get in to watch the games.

StarCraft 2 was a huge sucess to
say the least, and in total we had
over 600 players competing, several
hundreds of thousands watching the
streams online.




                                                                                  20
   ESPORT – COUNTER-STRIKE 1.6

Counter-Strike 1.6 is still one of the
absolute most popular games on
DreamHack attracting teams from
all over the world and the last BYOC
qualification on location at DHW is
a Swedish esport classic. The MSI
Counter-Strike Championship was
sponsored by MSI, BENQ, KVD and
Sennheiser boosting a prize purse
in cash and hardware valued at 250
000 SEK.

The main tournament was played
in a tournament area in Hall C and
the finals once again went down at
DreamArena Extreme and was live          MSI Counter-Strike Championship
streamed both on SVT Play and
DreamHack Stream.                        Prize Purse: 250 000SEK
                                         Sponsors: MSI, BenQ, Sennheiser & KVD
                                         DreamHack Champion: NaVi (Ukraine)




                                                                                 21
   ESPORT – SUPER STREET FIGHTER IV

The fighting scene is growing bigger
                                          Super Street Fighter IV
at DH each time and for this Winter
festival SSFIV was one of the main        Prize Purse: 50 000 SEK
                                          Sponsors: Capcom, Pepsi & Energizer Lithium
games also featured in SVT Play as
                                          DreamHack Champion: Ryan Hart
one of the 4 games that they covered      (United Kingdom)
during the live broadcast. The 50 000
SEK prize purse attracted several
of the best players from around the
world. We also conducted several
international qualifiers where the win-
ning person from each country got
free ticket and travel to DreamHack
to compete in the tournament.

The tournament was conducted
in a tournament area in Hall C and
the final was played at DreamArena
Extreme and was livestream both on
SVT and our own Stream.




                                                                       22
   ESPORT – HEROES OF NEWERTH

Heroes Of Newerth is one of the most   SteelSeries Heroes Of Newerth Masters
popular games in the byoc at DHW.
                                       Prize Purse: 100 000 SEK
A titel of 50 teams competed for a     Sponsors: SteelSeries
chance to advance to the tournament    DreamHack Champions: Fnatic (Europe)
area in Hall C where the play offs
occured. The grand finals was once
again played at DreamArena Extreme
with live stream on SVT Play and our
own at live.dreamhack.se

DreamArena Extreme was totally
packed with fans!




                                                                    23
   ESPORT – TEKKEN 6

Rockstar Tekken 6 Championship
was played in a tournament area in
Hall C and the tournament attracted
the absoulte elite players from eu-
rope and Asia. Tho pro players from
South Korea traveled to Sweden
and DreamHack just for the tourna-
ment and they acctually crushed the
competition. The Grand Final was
played in front of 5 000 people at the
main stage in hall D and was also live
streamed at live.dreamhack.se

Watch the grand final on Youtube:
http://goo.gl/GrBVN




                                         Rockstar Tekken 6 Championship

                                         Prize Purse: 50 000 SEK
                                         Sponsors: Rockstar Energy Drink
                                         DreamHack Champion: Knee (South Korea)




                                                                                  24
     ESPORT – CALL OF DUTY BLACK OPS

Call Of Duty: Black Ops was
one of most awaited games
this year. At DreamHack Winter
2010 we arranged activitities
surrounding the game in the
DreamExpo 10-22 every day!
The world famous videoblog-
ger Tejbz joined the fun during
Friday and Saturday attracting
a totally crowded booth each
time!

The tournaments and activites
featured great prizes from Trit-                                               Activities:
ton and GUNNAR Optics.                                                         Free play on Xbox 360 and PC
                                                                               Meet, greet and play against Tejbz
                                         Activities:                           4on4 CTF tournament on XBOX 360
                                         Giveaways with COD branded products
Call Of Duty Black Ops
                                         Zombie killing competition
Prize Purse: 10 000 SEK + products       Try GUNNAR Optics gaming eye ware
Sponsors: Activision, Tritton/MadCatz,
Gunnar Optics
DreamHack Champions: Muppets On Weed




                                                                                                         25
   ESPORT – GUITAR HERO

Svenska Mästerskapet i Guitar Hero.                 Svenska Mästerskapet i Guitar Hero
The Swedish Championship in Guitar Hero
                                                    Prize Purse: 20 000 SEK + products
started at DreamHack Summer 2010 and                Sponsors: Activision, Coke Zero & BenQ
continued at several DreamHack activities           DreamHack Champion: Daniel “Kubuh”
during the summer and fall. At DreamHack            Carlsson

Winter 2010 we conducted the last qualifica-
tions in the Coke Zero both in the DreamExpo
and went on to the DreamArena Extreme
where the four best players battled for the title
Swedish Champion.

The final was live streamed and the compe-
tition in the very last match was incredible
tight and went on to be an epic battle over 9
songs.




                                                                                  26
    ESPORT – QUAKE LIVE



The Kaspersky Quake Live Champions-
ship attracted the very best players from
all over the globe and once again we
had one of the most fierce Quake Live
tournament in the world at DreamHack.
16 players where invited or took their
spot in the online qualifier. The tourna-
ment was played in a tournement arena
in Hall C and the finals was played at
DreamArena Extreme.

The whole tournament was livestreamed
on multiple stations and the finals was
also a part of the SVT Play broadcast.


                                            Kaspersky Quake Live Champions

                                            Prize Purse: 70 000 SEK + products
                                            from MSI
                                            Sponsors: Kaspersky
                                            DreamHack Champion: Cypher (Belarus)




                                                                                   27
ESPORT – FEMALE ALLSTARS

                                         Female Allstars gathered 12 of the best female cs team from around the world.
                                         The tournament was played in the Telia Booth and the final between Alternate
                                         from Germany and Millenium from France was played at DreamArena Extreme
                                         The whole tournament was livestreamed on multiple stations.




              Counter-Strike 1.6 Female Allstars

              Prize Purse: 40 000 SEK
              Sponsored by Intel, HP, Telia and
              Inferno Online
              DreamHack Champions: Alternate (Germany)




                                                                                                                 28
   KREATIV

DreamHack Kreativ is the offspring
to the Scene and offers a wide range
of competitions for all interested in
being creative with computers, video
camera, photo camera, and more.           DreamHack Kreativ winners
The great DreamHack Audience is           TRACKED MUSIC
the judge of the compitition. This fes-   1st: Hastar som testar
tival all winners recieved hard drives
from our sponsor Western Digital. Be      PRERENDERED MUSIC
sure to watch some of the winners at      1st: Raddox - Byta Byxor
www.youtube.com/dreamhackmedia
                                          FREESTYLE GRAPHICS
                                          1st: T0PF0X - P12 Hunter 6.72%

                                          FREESTYLE PHOTO
                                          1st: Jinxiz - Candywoman

                                          WILD / ANIMATION
                                          1st: Sakarias88 - Sexy thighs

                                          COMBINED DEMO
                                          1st: mental - mnt06-wrapper

                                          OLDSCHOOL GRAPHICS
                                          1st: JSP - A red sun rises 15.84%

                                          STOP MOTION VIDEO
                                          1st: flyingpickles^NinjaMo. - Insert
                                          Coin




                                                                     29
DREAMHACK ACTIVE




        DreamHack Active promoted skate as the theme for DHW10 with the newest Activision
        “Tony Hawk SHRED” game. boardlife.se also partnered up and runned the booth with
        activities and challenges.




                                                                                            30
   FACTS FROM THE VISITORS

Age range at
DHW2010                   79.1% thinks that the food is good or very good at the festival
-15         8.5%                                                                                     Most popular esport game titles
15-19       69%           87.1% of all visitors visited DreamStore and 40.2% made a purchase         at DreamHack
20-25       17.7%                                                                                    1. Counter-Strike 1.6
26-35       3.3%                                                                                     2. StarCraft 2
36-         1.5%                                                                                     3. Call Of Duty Black Ops (PC)
                                                                                                     4. World Of Warcraft
Man          93.3%                                                                                   5. Heroes Of Newerth
Woman        6.7%                                                                                    6. Counter-Strike:Source
                                                                                                     7. Guitar Hero
                                                                                                     8. Trackmania Nations Forever
Whats the participants                                                                               9. DotA
opinion of DreamHack                                                                                 10. Quake Live
Crew                                                               Most popular content on main
Very good 44.2%                                                    stage in Hall D
Good         31.5%                                                 1. Opening Ceremony
Bad          3.3%                                                  2. Slagsmålsklubben
Very bad     1.5%                                                  3. DreamHack Kreativ
Dont know 19.5%                                                    4. Adept
                                                                   5. Partner / Sponsor activities
                                                                   6. DJ:s
                                                                   7. Esport activities
                                                                   8. 250 Kg Kärlek
                                                                   9 Den svenska björnstammen
                                                                   10. Mimikry



63.8% of all visitors watched content at DreamArena Extreme and 40.6% visited
DreamArena Orange

97.8% of all visitors had all they expectations fulfilled at DreamHack Winter 2010
and 93.8% wants to visit DreamHack again.



                                                                                                                             31
THANK YOU!




Thank you for DreamHack Winter 2010 – Hope to see you next time!
                    Experience more from DreamHack Winter at:
                    www.dreamhack.se
                    www.flickr.com/dreamhack
                    www.twitter.com/go2dreamhack
                    www.facebook.com/dreamhackfestival
                    www.youtube.com/dreamhackmedia




                                                                32

				
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