Festivals adapt to Generation Z. Given the passions aroused by eSports like Valorant and League of Legends, personalities like Ibai Llanos, and freestyle battles, Mediapro will organize Ubeat Live, an event that aims to bring together in Barcelona the best gamers, streamers, rappers, and urban artists on the scene to enjoy live an experience that is often only lived at home. 50,000 people are expected to attend this event, which will be held from July 1 to 3 at the Gran Via exhibition center.
With tickets ranging from 35 to 40 euros daily and premium packs, Ubeat Live will feature live competitions of League of Legends, in which two teams compete to be the fastest to destroy the opponent's base, and Valorant, in which a bomb must be detonated. There will also be games of Hado, a team sport played with augmented reality glasses that seeks to eliminate opponents by sending them energy balls, and the digital version of the balloon game, the Balloon World Cup, promoted by Ibai Llanos and Gerard Piqué.
"It has nothing to do with being at home," says eSports commentator Noa, who explains how in these competitions with an audience, one gets engrossed in the screen while feeling all the people shouting around them. "It's going to be incredible," she warns.
For zillennials who are not into too many games, there will be improvisation competitions between rappers, with the participation of referents like Chuty and Marithea, concerts, and spaces where imagination can run wild and graffiti can be painted. There will also be fanzones to meet the best teams and influencers. In total, Ubeat Live will occupy 2,000 square meters of the exhibition center, with outdoor spaces as well.
"It has nothing to do with being at home," says eSports commentator NoaMediapro thus bets on putting a face to the users who connect to its Ubeat platform, which brings together in a digital format everything that can be experienced during the days of this new festival, which has the collaboration of the Barcelona City Council and Fira de Barcelona. "It is a meeting point with the audience," explains its Director of Innovation, Mari Carmen Fernández.
The communication group will invest between four and five million euros in launching this new event, which was born in Barcelona, home of the Professional Videogame League (LVP) and with an entrepreneurial ecosystem in which eSports are developing strongly. "There are no similar references in Europe. It is a unique event that cannot be compared with anything that has been done so far," says Fernández.
The company intends to replicate it in other countries where Ubeat Live programming registers a high audience. "It is born with the ambition of being a completely international asset," says Fernández. It will start with Mexico this year, focusing on other Latin American countries later. "It's just the beginning," remarks the executive.
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