SOUR PUNCH Arcade to Debut at DreamHack Atlanta 2026

ESL FACEIT Group has partnered with American Licorice Company to bring a SOUR PUNCH Arcade to DreamHack Atlanta, scheduled for May 15–17 at the Georgia World Congress Center. The activation will include retro arcade stations, a festival-wide Quest activation, a Spin-to-Win prize wheel and meet-and-greets with the SOUR PUNCH mascot, Pun-chi.

The SOUR PUNCH Arcade will occupy a dedicated area on the show floor where attendees can play classic arcade games, complete on-site challenges to earn rewards and advance in the DreamHack Quest, and spin for candy and branded merchandise. SOUR PUNCH products will be available for purchase across the venue, and booth staff will run interactive sessions as part of the event’s fan engagement programming.

Organizers say the DreamHack Quest connects partner booths so participants collect progress by visiting activations such as SOUR PUNCH. Fans who finish arcade games and booth tasks will receive in-event rewards and can unlock additional Quest benefits by completing multiple activations.

DreamHack Atlanta will host several esports competitions. The headline event is IEM Atlanta 2026, a Tier-1 Counter-Strike 2 tournament with a $1 million prize pool and top international teams. The festival will also stage CDL Major III for Call of Duty League teams, Road to Esports World Cup qualifiers across multiple titles, casual community tournaments and free-play areas open to all attendees.

ESL FACEIT Group has expanded its commercial partnerships across events. Recent agreements include naming AutoFull as the Official Chair Partner for the ESL Pro Tour of Counter-Strike 2 and partnering with streaming platform KICK to broadcast CS2 and Dota 2 events. The SOUR PUNCH Arcade will be part of the company’s sponsor-driven fan activations at DreamHack Atlanta.

Andreas Jernberg, VP Brand Partnership Development at ESL FACEIT Group, described the activation as “a perfect example of how we can blend classic gaming with iconic brands to give our fans in Atlanta something truly mouthwatering and memorable.” Kristi Shafer, VP of Marketing at American Licorice Company, noted that “gaming and SOUR PUNCH have always gone hand-in-hand for fans who want a delicious snack while they play. Seeing our mascot and arcade come to life at DreamHack Atlanta is the perfect way to connect with the gaming community.”