The esports business has its roots in in-person events. From the early LAN tournaments to the big fairs and events, gaming and esports fans grew in an environment of presential competitions and the possibility of seeing clubs, players and brands face-to-face.

Milan Games Week was born in 2011, and 2020 was the first and ever year in which it was not held due to the Covid-19 pandemic. From November 12nd to 14th, the event returned to action with the 2021 edition in the FieraMilano and QLASH had its booth for fans to feel part of the club.

QLASH area within the event counted 150 square meters and space for the club’s partners like AC MILAN, JD, Maxnomic and H-FARM. Longside them, the club organized different activities such as challenges and meet-and-greets with players and influencers, tournaments and sim racing activations, Redrum videogame presentation, and even educational initiatives.

QLASH partners with AC MILAN under the AC MILAN QLASH brand, or AQM. During Milan Games Week, AC MILAN captain and co-captain Valentina Bergamaschi and Laura Fusetti joined AQM player Diego “Crazy” Campagnini for the new AC MILAN QLASH jersey. Both Bergamaschi and Fusetti then participated in the livestream with QLASH content creator Paolo “Paolocannone” Marcucci.

Riot Games had a strong presence longside QLASH at MGW, with a preview of their new game Hextech Mayhem: a League of Legend Story. Also, the QLASH booth was the scenery of the Italian National Teamfight Tactics Final and the League of Legends: WildRift Circuito Tormenta Finals. Regarding other esports competitions, AC MILAN QLASH and Crazy were a big part of the official presentation of the 2021-2022 eSerie A season.

Besides the AC MILAN players, other big names joined QLASH at Milan Games Week. Volleyball player and world champion Francesca Piccinini had the opportunity to be part of a meet-and-greet with the audience and also took part in a livestream with Paolocannone. QLASH’s players and influencers were also available for a meet-and-greet with the public: Paolocannone, Fragola, Sparker, Balotelli, Devilnin, Crazy, Ardizzone, Sara Noisia, Jumpy Allen and Reynor.

Milan Games Week ended with 75,000 people attending during the three days of the event. QLASH was a big part of the return of such an important in-person event highlighting the relevance for the gaming and esports industry to be close to their community and offer them experiences they have been waiting so long for.