Shahin Zarrabi discusses DreamHack Birmingham vision in exclusive interview

Callum Mercer, Senior Editor

Last Updated: 26/03/2026

The UK esports scene is bracing for a monumental shift as DreamHack prepares to make its long-awaited debut on British soil.

In an exclusive insight into the festival’s arrival at the NEC Birmingham, Shahin Zarrabi, Vice President of Festivals at ESL FACEIT Group (EFG), has opened up about why now is the time for the “Glastonbury of gaming” to land in the UK.

With the festival set to run from March 27-29, 2026, Zarrabi revealed that the response from the British community has already surpassed expectations, leading to several logistical expansions before the doors have even opened.

“Massive” demand for UK Call of Duty

One of the standout revelations from Zarrabi is the sheer scale of interest in the Call of Duty League (CDL) Major, which is being hosted alongside the festival.

According to Zarrabi, the demand was so high that organizers were forced to rethink their floor plans.

“The response for both DreamHack, ESL One and CDL coming has been massive online,” Zarrabi noted. “For CDL specifically, we’ve had to expand the hall twice in order to be able to seat more people because we just didn’t expect that many people to come. But the UK, apparently, wants to watch Call of Duty.”

This surge in interest highlights a significant gap in the UK market. With long-standing events like EGX scaling back and the disappearance of the Insomnia Gaming Festival, DreamHack Birmingham is positioned to become the new North Star for the country’s gaming community.

More than just an esports tournament

While the $1 million ESL One Dota 2 tournament and the CDL Major are huge draws, Zarrabi is adamant that the “magic” of DreamHack lies in the spaces between the matches.

“Esports is the easy part,” Zarrabi explained, suggesting that while the broadcast and stage production are complex, the real challenge and reward is the live experience. “It’s not so much about what happens on stage. It’s about how you can create memories with the friends that you came with or with the friends that you met along the way.”

The Birmingham event will feature the classic DreamHack pillars: a massive “bring your own computer” (BYOC) LAN area, an indie playground for discovering new titles, and a dedicated Creator Hub.

By focusing on these interactive elements, EFG aims to offer an “added value” that fans simply can’t get from watching a Twitch stream on their couch.

A long-term commitment to the West Midlands

The choice of Birmingham wasn’t accidental.

The city has a proven track record with ESL One events, and the local infrastructure at the NEC provides the scale necessary for a multi-day festival.

Zarrabi emphasized that this isn’t a one-off visit.

EFG is looking to build a sustainable, long-term home in the UK, investing in the local ecosystem and providing a platform for UK-based content creators, brands, and developers to thrive.

With the UK established as one of Europe’s fastest-growing esports markets, projected to reach over $250 million in revenue this year, DreamHack Birmingham arrives at a pivotal moment.

If the “massive” pre-event buzz is anything to go by, the UK’s first-ever DreamHack festival is set to be a landmark moment for the region.

Callum Mercer, Senior Editor

Callum “Cal” Mercer is a UK-based esports journalist covering competitive titles across the LEC, VCT, and global Counter-Strike circuits. With a background in broadcast production and data analysis, he specialises in tactical breakdowns, roster strategy, and the business dynamics shaping modern professional gaming.

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