Team Liquid
About Team Liquid
Team Liquid is one of the world's largest esports organizations, with competitive rosters across League of Legends, Dota 2, CS2, Valorant, and more. Their global fanbase spans multiple games, regions, and generations of esports history.
After launching MyBlue, Team Liquid saw a 37% increase in average fan engagement compared to their previous platform experience.
The Challenge
Team Liquid previously operated Liquid+, their in-house fan engagement platform. While the concept proved there was strong fan demand, maintaining a custom-built system required ongoing engineering resources and operational costs that did not align with their core focus.
Engagement followed a familiar pattern: sharp spikes during tournaments followed by long periods of inactivity. Without a structured engagement loop, sustaining consistent fan interaction between events proved difficult.
Beyond the operational burden, they faced the same issues most organizations encounter:
Fragmented touchpoints. Fans were scattered across Discord, Twitter, and Twitch with no unified view of engagement.
Limited first-party data. Social platforms control the fan relationship. Team Liquid could see aggregate metrics but lacked insight into individual behavior.
They needed a solution that delivered the same, or better, fan experience without the engineering overhead.
MyBlue Fan Application
The Solution - MyBlue
MyBlue launched as Team Liquid’s dedicated engagement hub, built on FanBase’s white-label infrastructure. The platform feels authentically Team Liquid while introducing structured engagement mechanics, without requiring their team to build or maintain the underlying technology.
Quests and Challenges
Quests transformed passive followers into active participants. Fans complete structured actions across platforms and engagement types, creating repeatable engagement touchpoints.
Social quests: Follow accounts, engage with announcements, join Discord, watch Twitch streams
Gaming quests: Connect gaming accounts and complete in-game challenges across CS2, Dota 2, World of Warcraft, and other titles
Community quests: Polls, content submissions, quizzes about team history and players
Event quests: Time-limited challenges tied to tournaments and special occasions
Avatar Customization
Avatar customization adds long-term progression and identity. Fans personalize their profiles with earned equipment, reinforcing continued participation within the community.
Items are earned through quests, events, and the in-app store. The wearable burning mechanic adds depth: fans can sacrifice items to receive resources, creating meaningful decisions about how they manage their collections.
Events and Leaderboards
Time-bound events create urgency around tournaments and announcements, driving concentrated engagement spikes while reinforcing ongoing participation through leaderboards and global rankings.
Results
37% increase in average fan engagement time
After launching MyBlue, fans spent significantly more time interacting across quests, events, and customization features compared to the previous Liquid+ experience.
1,000,000+ quests completed
Sustained activity across social, gaming, and community categories reinforced consistent engagement beyond tournament peaks.
40,000+ registered fans
Established direct, first-party relationships with a significant segment of Team Liquid’s global audience.
First-party data capture.
Established direct, first-party relationships with a highly engaged segment of Team Liquid’s global audience. Including connected social accounts, gaming profiles, and structured engagement history.
Reduced operational overhead
Team Liquid’s team focuses on content and campaigns, while FanBase manages infrastructure and ongoing platform updates.
We calculated it would take 3 developers and $150,000 to build what FanBase offers. Instead, we launched in a few weeks and focused on what matters - our fans.
Head of Marketing at
Team Liquid
What's Next
MyBlue continues to evolve alongside FanBase's platform development. Upcoming enhancements include expanded gaming integrations across additional titles, enhanced tier systems with premium badges and VIP perks, and deeper analytics to help Team Liquid better understand their most engaged fans.
Interested? Get in touch!
MyBlue is powered by FanBase, XBorg's white-label fan engagement platform. FanBase helps esports teams, sports organizations, and entertainment brands deploy customized fan applications in days rather than months. Get in touch to learn how FanBase can work for your organization.
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FanBase
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