# Entertaining Pop-Up eSports Bars Drink Company Collaborates with Events DC on a Summer Initiative By Kalin Ned | Published 2019-04-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/esports-bars References: [washingtonian](https://www.washingtonian.com/2019/03/12/drink-company-is-doing-an-esports-pop-up-bar-this-summer/) & [drinkcompany](http://www.drinkcompany.com/) 'Levels Unlocked: House of DC Heroes' is a pop-up [eSports](https://www.trendhunter.com/trends/belong-gaming-arenas-1) bar that is organized through a collaboration between [Drink Company](https://www.trendhunter.com/trends/drink-kong) — which entered the public's consciousness through a Game of Thrones-inspired bar, and Events DC. The entertaining activation pays homeage to the eSports community, offering a hub for gamers to engage in the environment and with one another. Skillfully mixing the expertise of brands from two different industries, the collaboration proves to be well-thought-out. The eSports bar boasts three rooms, each themed after local teams and players of Overwatch, NBA2K and Smash Bros. The first pop-up opened on March 13th in Austin for the SXSW Gaming Expo, while another one is expected for July or August in DC. The eSports bar pop-up is described to be "something pretty incredible" by Derek Brown — Drink Company's president. Photo Credits: Kaz Sasahara for [Washington Justice](https://www.trendhunter.com/trends/monumental-game-center) ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 76% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Pop-up Esports Bars:** Creating immersive social spaces for gamers to connect and engage with each other. - **Collaborative Activations:** Bringing together brands from different industries to create unique and immersive experiences. - **Esports Community Engagement:** Providing a dedicated space for eSports enthusiasts to gather and interact with local teams and players. ### Sectors Adopting This - **Hospitality:** Opportunity for bars and restaurants to create themed pop-ups catering to the eSports community. - **Event Planning:** Collaborating with brands to organize pop-up activations and experiences. - **Gaming:** Partnering with hospitality companies to bring eSports bars to life and engage with the gaming community. ## Related on Trend Hunter - [Collaborative Esports Tour Events](https://www.trendhunter.com/trends/intel-x-team-liquid-world-tour.md) - [Restaurant-Themed Esports Tournaments](https://www.trendhunter.com/trends/battle-of-the-brands-1.md) - [Cafe-Based Watch Parties](https://www.trendhunter.com/trends/sidequests.md) - [Gamer-Inspired Energy-Boosting Drinks](https://www.trendhunter.com/trends/sentinels.md) - [eSports-Ready Hotel Suites](https://www.trendhunter.com/trends/luxury-gaming-suite.md) - [NHL-Backed Esports Lounges](https://www.trendhunter.com/trends/new-jersey-devils.md) - [Comic-Backed Esports Apparel](https://www.trendhunter.com/trends/g2-esports-2.md) - [Mixologist-Crafted Beverage Creations](https://www.trendhunter.com/trends/drips-by-pepsi.md) - [Collegiate Esports Tournaments](https://www.trendhunter.com/trends/brag-house-1.md)