How can you create an esports brand that appeals to casual and hardcore gamers?

What games will your brand participate in? This is important because there are different types of fans in fps, fighter games, MOBA, and mobile games. Identify and create personas for hardcore fans in those genres, and also casual fans.

What is called niche, is essentially the reason for fans to follow you. Why should they follow your team and not any other? Traditional sports have it a bit easier - they are tied to location and they have long history. That being said, you can turn this into a positive. You can be unique, you can find angle that was not there before.

How do you wanna help your community? Do you wish to make matchmaking easier for them? Do you want them to talk about their experience? Or do you have some other thought in your mind? Decide on an initial level and stick to it with slight variations.

Following up on my previous point above - your niche should translate into mission and vision. You don′t want (and can′t, anyway) to attract all the fans around the globe. So let′s focus on your own mission and gather the fans behind what you do. Few good examples - G2 Esports, obviously, the most entertaining brand in whole esports. Flyquest - successfully bridging esports and enviromental messaging. BIG - Berlin International Gaming - bulding their audience on local relevancy and messaging. Without mission and vision, you are just one of many. Keep that in mind.

Visual identity is very important because it conveys a certain type of personality and mood that resonates with your fan groups. Think about the meaning of colors, the types of images used, the lore behind the images, and how it represent the energy that your players and fan groups will carry,

Observe other brands and organizations' tone and voice in the similar or same game genre. This is important because oftentimes you might have collaborations with others, and if the voice and tone do not fit with other brands' culture, it would be hard to come up with a cohesive campaign.

Matchmaking. Nothing quite beats the thrill of a well-matched event where players are equally challenged and rewarded regardless of their skill level. Mind you it isn't easy - especially early on - as dividing up your community for the sake of matchmaking can make it difficult to fill events. You'll also have to deal with smurfs* looking to ruin the party. However with real care you can overcome these challenges and strike the right balance. Do this and the growth will come. *highly skilled players creating alias accounts to hide their skill level

La comunidad dentro de los esports tiene que ser un pilar fundamental en nuestra estrategia de marca. Estamos en un ecosistema fan-centric donde todo va relacionado con ellos y para ellos. Contenido, experiencias, valor, competiciones... sin fans ni comunidad no existirían los esports, y esto es así.

Please have a least 1 paid staff to build your community and not just all volunteers, especially for Discord communities. I have seen problems where organizations do not have a designated staff to develop the Discord community, and the volunteers are overwhelmed when there is drama or problems.