# **What Makes an Esports Business a Success?**

  



Whether you're building a team, creating content, launching a tournament, or simply curious about the business side of Esports — you’ll need to understand how **success is defined and measured**.

This page explains what "winning" means in Esports beyond just **trophies**. From audience engagement to sponsorship revenue, we'll explore the metrics that matter — and give you examples of businesses doing it right.

It’s motivational, strategic, and ideal for students, educators, and aspiring entrepreneurs alike.

  

## What Does Success Look Like?

Success in Esports isn’t one-size-fits-all. What counts as a “win” can depend on your goals — is it money, influence, community, or prestige?

Here are some common ways Esports businesses define success:

### 1. **Profitability**

Making more money than you spend — the most basic but vital business goal.

> Example: A merch-heavy Esports brand might focus on selling products with good margins rather than tournament wins.

### 2. **Growth**

Are you attracting more fans, followers, customers, or players each year? Growth shows potential and sustainability.

### 3. **Audience Engagement**

A loyal fanbase that comments, shares, donates, buys merch, or shows up to events is **gold dust** in Esports.

### 4. **Competitive Results**

For teams and players, winning tournaments still matters — but it’s often **just one part** of the success equation.

### 5. **Brand Reputation**

A strong, respected brand can attract:

* Bigger sponsors
* Stronger partnerships
* Better talent and team members
* More dedicated fans

> Case in point: Some teams like *FaZe Clan* became famous for their brand long before they won major trophies.

  

## Common Metrics That Define Success

Let’s break down the **specific numbers and data** that Esports businesses use to measure success.

### 1. **Audience Size**

Who’s watching, following, or attending?

* **Twitch/YouTube views**
* **Followers** on social media
* **Live attendance** at events
* **Unique users** on websites or platforms

> Tools like [SullyGnome](https://sullygnome.com) and [Esports Charts](https://escharts.com) help measure viewership trends for streamers and tournaments.

### 2. **Revenue Streams**

Where is the money coming from?

* **Sponsorships and ads**
* **Merchandise sales**
* **Tournament winnings**
* **Streaming income** (subscriptions, donations, ads)
* **Platform deals** (e.g. exclusive streaming contracts)

> **Success Tip**: Most top Esports orgs don’t rely on just one income stream — they **diversify**.

### 3. **Sponsorship Value**

Sponsors don’t just care about views — they want **ROI (Return on Investment)**. Success here might mean:

* Strong brand alignment
* Product placements that generate buzz or sales
* Measurable clicks, mentions, or code uses

> Example: *Team Liquid* tracks how many followers engage with their sponsored posts and product links — this proves their value to partners.

### 4. **Tournament Results**

For competitive teams and players, this includes:

* Placements at official events
* Qualifying for major leagues (e.g. VCT, LEC, CDL)
* Prize money earned
* Reputation as a "top-tier" contender

> However, a team that never wins but builds a huge online fanbase can still be a **major commercial success**.

### 5. **Social Media Stats and Fan Loyalty**

Platforms like Twitter/X, Instagram, TikTok, Discord, and YouTube are central to:

* Announcements and campaigns
* Community building
* Brand storytelling

Key metrics:

* **Followers** and **engagement rate**
* **Sentiment** (how positive or negative the comments are)
* **Conversion rate** (e.g. % of fans who buy a product, click a link, attend an event)

> Some orgs use tools like Sprout Social or Brandwatch to measure this.

  

## Case Studies: Esports Success Stories

Let’s look at real examples of Esports businesses and how they measure their success.

  

### **100 Thieves** – The Lifestyle Esports Brand

**Founded by:** Matthew “Nadeshot” Haag
**Focus:** Content, clothing, competition
**Why they’re successful:**

* Merged streetwear fashion with gaming culture
* Built a massive audience through YouTube and Twitch
* Created a distinct brand that appeals to gamers and non-gamers alike
* Collaborated with brands like Gucci and Cash App
* Developed a creative headquarters and content house

**Key Metrics:**

* Multi-million dollar merch drops
* 1M+ subscribers on multiple channels
* Recognised globally even by people outside Esports

  

### **Fnatic** – UK’s Leading Esports Organisation

**Founded in:** London, 2004
**Games:** *League of Legends*, *CS2*, *VALORANT*, *FIFA*
**Why they’re successful:**

* Strong competitive history (LoL Worlds, CS\:GO Majors)
* Built a global fanbase and strong digital brand
* Runs an academy programme to develop new talent
* Innovative merchandising and partnerships (e.g. Gucci gear)

**Key Metrics:**

* Fan engagement across Europe and Asia
* Deep tournament legacy
* Revenue through sponsorship, digital content, and physical products

[More on Fnatic](https://fnatic.com)

  

### **ALGS (Apex Legends Global Series)** – Tournament Ecosystem

**Organised by:** EA and Respawn
**Why it’s successful:**

* Developed a consistent global tournament schedule
* Partnered with Twitch and YouTube for streams
* Strong sponsor activation (Monster Energy, Lenovo Legion)
* Embraced content creation and storytelling

**Key Metrics:**

* Peak viewership numbers (hundreds of thousands)
* Positive social sentiment and engagement
* Global franchise branding for teams

  

## Optional Student Activity: Analyse an Esports Team

Choose a team, creator, or tournament and analyse their **success using the following factors**:

| Success Factor | Evidence You Found |
| ----------------------- | ------------------ |
| Audience Size | |
| Revenue Streams | |
| Sponsorship Impact | |
| Social Media Strength | |
| Competitive Results | |
| Brand Identity or Niche | |

Then answer:

1. What makes this Esports business successful in your view?
2. Would you want to work with or for this team — why or why not?
3. How could they improve or grow even further?

  

## Final Thoughts

Esports success is more than just skill — it’s about **strategy, community, storytelling, and sustainability**.

A team with zero trophies but a million loyal fans might be **more successful** (commercially and socially) than a world champion no one watches.

For your own Esports ideas, think:

* Who are you serving?
* What makes your offer unique?
* How will you measure progress and adapt?

  

## Useful Links and Tools

* [Esports Charts](https://escharts.com) – Track viewership stats
* [SullyGnome](https://sullygnome.com) – Twitch analytics
* [British Esports](https://britishesports.org) – UK-focused education and industry support
* [Fnatic](https://fnatic.com) – Learn from a UK-based global team
* [100 Thieves](https://100thieves.com) – Explore merch, content, and team structure

---

## Student Reflection Questions

* What does “success” mean to you in Esports — money, fame, fun, community, impact?
* Which brands or creators do you think are most successful — and why?
* How would you set goals and track success for your own Esports team or business?