NEPI Rockcastle Leads the Esports Momentum Across CEE
NEPI Rockcastle is accelerating its engagement with the fast-growing esports ecosystem – a space that increasingly shapes how people socialise, connect and experience entertainment across our region.
Gaming continues to surge in our markets. In Romania, 7.9 million people — 68% of all internet users — now game at least once a month, using an average of 2.8 different platforms, research by the Romanian Video Game Developers Association and Banca Transilvania reports. Players stream gaming content daily, attend live events more frequently, and increasingly view gaming as social engagement rather than a solitary activity. While Gen Z drives the trend, gaming now spans generations and has become a mainstream cultural force.
2 countries, 26 malls, 25,000 participants: Our involvement in both Romania and Poland reflects our commitment to meeting the changing expectations of new generations. Esports attracts young, digitally native audiences who seek immersive, social, and interactive experiences — the very formats reshaping how people use shopping centres today.
By supporting tournaments, creator-driven events, and cross-country initiatives, we ensure our destinations remain relevant, future-focused, and aligned with the newest cultural and consumer trends. These events transform our centres into vibrant community spaces, expanding their role far beyond traditional retail.
Last weekend clearly illustrated this potential. The Gaming Kings Final Championship turned Silesia City Centre (Poland) into a vibrant arena of competition, creators, and community that explored dedicated gaming zones and joined a full weekend of tournament activities.
The programme included a concert by Silesian Chamber Orchestra, performing iconic gaming and pop culture themes, such as Star Wars, as well as an expert panel on responsible and mindful gaming featuring renowned Polish singer and streamer, Wojciech ‘Łozo’ Łozowski.
These activations strengthen our regional role and offer partners a powerful physical platform to engage with highly connected audiences.
As we continue to evolve our destinations, NEPI Rockcastle remains focused on creating community hubs that bring people together, not just places to shop. By supporting esports, technology, and next-generation entertainment, we reflect how our visitors live, connect, and discover new passions across the region.
🙏🏻 Thanks to our partners who support our initiative
Romania: Event organised by DBO and hashtag#NexusMedia, connected by Vodafone.
Main partners include Procter & Gamble (Old Spice), KFC, BCR (George Banking).
Media partners: hashtag#ProTV&Voyo and hashtag#VirginRadio
Poland: Main prize and title sponsor: Orange
Zone and additional prize sponsors: Actina, iiyama Polska, HATOR Gaming Poland, Diablo Chairs Poland, Kinguin
Media partners: Onet Wiadomości, Przegląd Sportowy Onet, gram.pl sp. z o.o., PCMOD, naszemiasto.pl
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