Using co-creation of value as an initial framing theory this paper explores the value of Local Area Network (LAN) parties for eSports consumers. LAN Parties are events where eSport consumers gather together with their computers in a physical location to play and socialise in person. The paper provides initial insights into the motivations for those attending LAN parties and the practices involved through ethnographic observations and thematic analysis of ten interviews conducted at the Mega-LAN DreamHack in Sweden. These motivations and practices are situated within the shared cultural capital of gaming and eSport and are heavily intertwined with commercial actors and brands. Given the nascency of both the context itself and the marketing literature surrounding it this paper offers initial understanding how marketers can potentially understand and work with a rapidly growing younger demographic of consumers.