Growing an esports organization and gaming community online : case study: FRG Esports LTD
Suominen, Veera (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025061322941
https://urn.fi/URN:NBN:fi:amk-2025061322941
Tiivistelmä
The rapid expansion of the esports industry has opened new opportunities for organizations formed around gaming communities. However, many grassroots esports organizations struggle with sustainability due to limited resources, informal structures, and lack of strategic guidance. The aim of this research was to examine how a new esports organization can grow sustainably while developing and maintaining an active and inclusive online community. FRG Esports LTD, a United Kingdom–based organization founded in 2024 and centered around the game Valorant, was selected as the case study.
The research was implemented using a research-based development approach. Two strategic frameworks, SWOT analysis and the Balanced Scorecard, were applied to assess FRG’s internal capabilities, external environment, and operational practices. In addition, a community survey was conducted to explore engagement, inclusivity, and member motivation.
The findings highlighted several strengths within FRG, including a highly committed leadership team, a strong sense of community, and an emphasis on inclusivity. However, weaknesses were also identified, such as limited financial resources, high player turnover, and inconsistent branding. Opportunities for growth were found in content creation, community-driven revenue models, and social media presence, while threats included industry competition and volunteer burnout.
As a result of the research, a practical development guide was created to support the growth of grassroots esports organizations. The guide emphasizes strategic planning, community-building, brand development, and sustainable internal structures. The conclusions underscored that a community-first approach, clear role distribution, and adaptable frameworks are essential for long-term success in grassroots esports organizations.
The research was implemented using a research-based development approach. Two strategic frameworks, SWOT analysis and the Balanced Scorecard, were applied to assess FRG’s internal capabilities, external environment, and operational practices. In addition, a community survey was conducted to explore engagement, inclusivity, and member motivation.
The findings highlighted several strengths within FRG, including a highly committed leadership team, a strong sense of community, and an emphasis on inclusivity. However, weaknesses were also identified, such as limited financial resources, high player turnover, and inconsistent branding. Opportunities for growth were found in content creation, community-driven revenue models, and social media presence, while threats included industry competition and volunteer burnout.
As a result of the research, a practical development guide was created to support the growth of grassroots esports organizations. The guide emphasizes strategic planning, community-building, brand development, and sustainable internal structures. The conclusions underscored that a community-first approach, clear role distribution, and adaptable frameworks are essential for long-term success in grassroots esports organizations.