Case Study
Turning Esports Fandom Into a Growth Driver
The challenge:
A global game developer had built a significant esports ecosystem but lacked a clear understanding of how fans actually developed and deepened their engagement over time. The company needed to map the fan journey, understand what drove and limited sustained engagement, and identify where changes to scheduling, revenue models, and partnerships could unlock growth across markets.
Our approach:
- Qualitative research designed to map how players and viewers enter esports fandom, progress through key milestones, and develop deeper engagement over time.
- Analysis focused on identifying what motivates and impedes fan engagement, comparing esports and traditional sports fandom, and exploring ideas for future esports offerings.
The result:
- A comprehensive esports fan activation playbook, capturing global patterns alongside market-specific nuances in how fans engage with esports.
- Identification of a framework of core fan need states, clarifying the emotional and functional drivers that sustain esports engagement over time.
- Strategic recommendations for growth, informing changes to competitive scheduling, revenue models, and partnership opportunities to deepen engagement and expand the esports ecosystem.
