Austin, Texas – June 20, 2025 – Associated Luxury Hotels International (ALHI), a global sales leader representing over 250 luxury hotels, resorts, cruise lines and destination management organizations, announced multiple new strategic partnerships with Cyberlabs, UNEVN, PLAYHRDR Advisors, The Esports Radar and the Esports Integrity Commission (ESIC) to bring next-generation gaming, esports, education and entertainment solutions to the luxury hospitality sector.
The announcement was made during Global Esports Industry Week (GEIW), co-organized by ESIC and The Esports Radar, June 18–22, 2025, in Austin, Texas. The event brings together global leaders in gaming, tourism and technology to shape the future of the industry. As part of its collaboration with ESIC and The Esports Radar, ALHI is supporting international esports events by identifying and securing luxury accommodations from within its global portfolio.
Cyberlabs, UNEVN and PLAYHRDR Advisors will each work with ALHI to bring cutting-edge gaming, esports and educational solutions across its Member properties, redefining how hotels and destinations engage with today’s tech-savvy, experience-driven travelers.
These partnerships mark a significant step forward in ALHI’s commitment to innovation and experiential travel, enabling its Members to tap into the rapidly growing global gaming community now estimated at more than 3 billion players.
“It is exciting to see the convergence of esports into the overall travel experience,” said ALHI President and CEO Michael Dominguez. “Gaming is now mainstream. It’s time for the travel industry to evolve alongside it, and ALHI is proud to lead this movement, making it easier for guests to engage while on the road for business or leisure.”
UNEVN: Transforming Hospitality Spaces into Plug-and-Play Esports Zones
UNEVN, founded in Espoo, Finland, by Aleksi and Santeri Rinkinen alongside former professional Dota 2 champion Jesse ‘JerAx’ Vainikka, specializes in the BASE desk -- a portable, all-in-one esports and gaming station designed with hospitality in mind.
The setup transforms any underused space into a premium guest-ready gaming experience in under a minute. Its integrated monitor, high-performance PC and foldable, self-contained design allow staff to offer guests a ready-to-play setup without the need for permanent installations or complex tech support.
“Our BASE desk makes it simple for hotels to offer esports lounges or in-room gaming without major renovations or staffing headaches,” said Aleksi Rinkinen, CEO of UNEVN. “This gives properties a flexible amenity that appeals to both casual gamers and esports fans, bringing new guest-facing innovation to next-generation hospitality experiences.”
The BASE desk brings value to forward-thinking hotel brands by:
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Enabling on-demand gaming lounges and in-room entertainment options
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Allowing hotels to tap into the $200+ billion gaming market and attract leisure travelers seeking interactive experiences
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Maximizing operational efficiency with a plug-and-play model requiring minimal setup or storage space
Cyberlabs: Designing the Future of Gaming Hospitality
Cyberlabs, a London-based digital entertainment consultancy, specializes in bringing gaming, esports and content creation environments into physical spaces. Their work includes experiential activations in the education and retail sectors, as well as a long-term partnership with Charlton Athletic F.C., where they operate the Cyberlabs Gaming Box inside the football club’s stadium.
Through the new partnership with ALHI, Cyberlabs will consult with Member hotels and resorts to help reimagine underutilized public spaces and guest rooms, introducing scalable gaming and creator studio concepts that elevate the guest experience and open new revenue opportunities.
“The future of hospitality must include gaming as part of its entertainment DNA,” said Sam Cooke, Co-Founder of Cyberlabs. “We’re thrilled to partner with ALHI to bring practical, guest-focused solutions to premium hotels, resorts and cruise lines worldwide.”
PLAYHRDR: Strategic Advisory and Educational Programming for Hotels & Destinations
PLAYHRDR Advisors (PLAYHRDR), specialized in esports destination development and educational initiatives. This new collaboration with ALHI will introduce innovative esports readiness programs and educational opportunities to ALHI's Member properties and global destination marketing organization (DMO) relationships.
The partnership aims to equip ALHI's prestigious portfolio of hotels, resorts and DMOs to capitalize on the rapidly expanding esports market. Through this alliance, PLAYHRDR will leverage its expertise to develop and deliver a range of programs designed to integrate esports into ALHI’s hospitality and tourism sectors.
Key collaborative deliverables include:
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Esports Readiness Certification Programs for ALHI Members: PLAYHRDR will develop tailored certification programs for ALHI Member executives and staff. These programs will cover essential topics such as esports industry fundamentals, technology, event planning and management, marketing and future trends, enabling properties to understand and effectively position themselves within the esports landscape.
- Educational Programs for Destination Marketing Organizations (DMOs): PLAYHRDR will create and deliver educational event programs for DMO partners of ALHI, focusing on integrating esports into tourism and event strategies. This will include workshops, seminars and strategic planning sessions aimed at attracting esports events and audiences.
- Esports Strategy Consulting for Destination Marketing Organizations (DMOs): PLAYHRDR will offer consulting services to DMO partners of ALHI, providing comprehensive assessments and unique market positioning plans to help destinations support, grow, and attract esports and video game event organizers.
"Our partnership with ALHI marks a significant step forward in bridging the gap between the thriving esports industry and the luxury hospitality and tourism sectors," said Ed Tomasi, President of PLAYHRDR Advisors. "We are excited to empower ALHI's network with the knowledge and tools to embrace esports, creating new revenue streams and attracting a dynamic audience."
ESIC & The Esports Radar: Powering Global Esports Industry Week
Founded in 2016, the Esports Integrity Commission (ESIC) is the global authority on esports fairness, overseeing education, investigation and enforcement related to cheating, match-fixing and doping. In partnership with The Esports Radar (alongside tournament partner BLAST), ESIC organizes Global Esports Industry Week (GEIW), a major five-day business event held June 18–22, 2025, in Austin, running alongside the BLAST.tv Austin Major.
Through its strategic collaboration with ALHI, ESIC and The Esports Radar are hosting GEIW’s executive forums, networking workshops and social gatherings at ALHI properties, including the inaugural GEIW summit at the Downright Austin. This partnership underscores ALHI’s role as the hospitality backbone for global esports events. Additional international summits and industry gatherings are already in the planning stages across the ALHI portfolio.
“We’re thrilled to be partnering with ALHI to host the inaugural Global Esports Industry Week at the Downright Austin, an exceptional ALHI property,” said Stephen Hanna, CEO of ESIC. “This collaboration underscores our commitment to delivering world-class experiences for the global video games and esports industries. We look forward to building on this momentum by continuing to work with ALHI properties for our future international events.”
Sam Cooke, CEO & Co-Founder of The Insights Group, which owns The Esports Radar, added: “I sincerely believe that we will look back on this moment as a major milestone for the hospitality sector’s full embrace of gaming and esports. With this line up of partners supporting ALHI and its member properties, there is an enormous amount of potential and we can’t wait to get started.”
A Unified Vision for Hospitality’s Next Chapter
“These partnerships are about more than hardware; they’re about hospitality evolving to meet the expectations of today’s connected traveler,” said Neil Johnson, ALHI Vice President, Esports Sales & Consulting Services. “By working with leaders like Cyberlabs and UNEVN, we’re giving our Members the tools to tap into new audiences, attract gaming events and unlock new revenue potential.”
With these efforts, ALHI continues to pioneer new ways its Members can differentiate themselves through immersive experiences, creator culture and future-ready amenities.
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Associated Luxury Hotels International (ALHI) serves as a global sales organization (GSO) for its exclusive membership of the world's most distinguished independently operated or owned hotels and resorts, cruise ships and DMCs within the meeting, incentive, convention and exhibition (MICE) marketplace. With a dedicated GSO team of nearly 80 professionals in 26 offices across North America and Europe, ALHI delivers personalized service and connectivity to a select membership of over 250 luxury properties worldwide. For more information, visit ALHI.com.
Cyberlabs is dedicated to advancing digital entertainment within education, sports, community and leisure venues globally. Headquartered in London, our services cover every aspect from strategic planning, including commercialization, and bespoke design to outfitting with cutting-edge equipment and ongoing operational support. For more information, visit info@cyber-labs.co.uk
UNEVN’s mission is to support and enable high-performance gaming at all levels and across spaces with our tools and solutions. With product development and production in Espoo, Finland, we are obsessive down to the smallest detail. Our flagship product is the BASE desk, a reimagined, truly portable PC gaming setup. The BASE is durable, easy to set up, fold away and transport, and pro esports ready with top spec monitor and PC included as needed.
For more information, visit contact@unevn.gg
PLAYHRDR Advisors is a premier consultancy focused on developing and enhancing the esports and video gaming ecosystem. The firm partners with destinations, venues, collegiate institutions and government bodies to strategically integrate and advance esports initiatives, helping clients understand and capitalize on the growing opportunities within the industry. PLAYHRDR Advisors is owned and led by Ed Tomasi, recognized globally as the foremost leading esports advisor for government, destinations and educational institutions, bringing over two decades of extensive experience and a robust network within the global esports industry. For more information, visit playhrdr.com.
Esports Integrity Commission (ESIC) is the recognized guardian of the integrity of esports and works to disrupt, prevent, investigate and prosecute all forms of cheating and malpractice in esports. Its overarching objective is to protect youth, promote industry investment and safeguard the sporting integrity of esports. By addressing issues such as cheating, match-fixing and doping, ESIC works to ensure fair play and integrity across all esports competitions. It collaborates with publishers, tournament organizers and other stakeholders to establish unified standards for competition integrity, fostering a safe and equitable environment for all participants in the global video games and esports ecosystem. For more information, visit ESIC.
The Esports Radar (TER) is a modern media and events platform dedicated to the business and culture of esports and gaming. Part of The Insights Group, the TER ecosystem includes The Esports Radar, TER Events, TER Arabia and Esports Leaders, providing industry-leading coverage and world-class networking opportunities. Our focus is on industry professionals, brands, rights holders and influencers seeking to stay informed and connected. Through our news platform, newsletters and exclusive events, we deliver the most valuable insights and engagement opportunities. Brands and partners can collaborate with us through event sponsorships, multimedia campaigns and bespoke event collaborations, ensuring maximum impact and visibility in and around the esports industry. For more information, visit esportsradar.gg