How to Design and Structure an Esports Website

Why the need for an Esports Website?

Every business needs a website. If you want your esports organization to be financially successful, you have to start treating your esport organization as a business rather than a hobby. So I want to breakdown how your esports website can look and give you examples of great websites within the esports industry.

I want this article to focus more on the design and structure of the websites rather than on a particular platform, but do I want to add that I have recently used Webflow to build a website, and I love it! Would recommend. #notasponsorbutitcouldbe


When I am building a website, one of the things I struggle with most is the About page. I want to give the information the user is searching for without being overbearing with information. Therefore, I try to adopt the user’s mindset and ask myself what I want to know about this company.

For example, I want to know your history. Everybody loves a good origin story, so start with that. Next, I want to know who your partners/sponsors are. Maybe it’s the marketer in me, but I want to support the companies that sponsor my favorite teams and streamers. Make sure to display your partners around your site.

The next thing to showcase on your About page is your accomplishments. People want to follow teams that win, so if your organization has won, brag about it. An excellent example of this is Spacestation Gaming.

Spacestation Gaming Homepage

When you load into the Spacestation website, there is a video showing their team winning the Rainbow Six: Siege Invitational. Maybe the most significant piece about your organization is the people. It is up to you if you want to include them on the About page or have them on a separate page.


The next aspect of your website that you should showcase is your roster(s). If you have teams competing in different games, display that on your website. One organization that I think does this well is G2.

G2 Teams Page

They show the games that they compete in and the rosters for those teams. The Roster page shows the player’s social media links and a little bit about each player. Plus, on the Roster page, they show that team’s achievements and results from the latest matches. This might be a good place to put your upcoming schedule. You will also want to showcase your content creators. Cloud9 has a tab on its website called C9 Live. The tab displays Cloud9 members that, you guessed it, are currently live streaming. Now that people know and love your organization, it is time to give them a channel to support you directly.


To grow your brand within the esports industry, you need strong merchandise. Your store will be the place to display that merchandise. Before we talk about your store’s structure and design, can I please ask you to have the page open in the same window? 1) I don’t want more tabs open, and 2) opening the page in the same tab will make tracking conversions easier with Google Analytics. 

Let’s try an experiment. When you think of esports merchandise, who is the first brand that comes to mind? For me, it is 100 Thieves. Are they an esports organization with high merch sales, or are they a clothing company that participates in esports? Either way, they know merchandise sales. It would be best to organize your store by product, team, or game in which your organization competes. Featuring new releases is also a good practice. One organization that does this especially well is Cloud9. Their store is arranged well and features various products.

Cloud9 Store

Non-Essentials, but Nice


Are people talking about your organization? Maybe include a press section on your website. And on this page include a press kit. A press kit will tell the press information about your organization and how you want that information displayed. Team Vitality does this remarkably well!

Team Vitality Press


Evil Geniuses has a page on its website dedicated to its community. For example, they publicize their Discord server and wallpapers that anyone can download. I wish more organizations would have downloadable wallpapers for their team.

Evil Geniuses Community Page


Lastly, it’s best to have an organized footer with the information people are looking for. When I go to the footer of a website, I am looking for social media links, a press kit, FAQs, or more straightforward navigation. I have noticed that some people include a link to their Career page if that is something you want to make available. The footer usually is where people put their Terms of Service and Privacy Policies.


When you are designing a website, keep in mind that humans will be using it. Having relevant information that is easy to find will help your website perform. Try to think of how you would want a site to function. It’s the Golden Rule or something. 


I want to be transparent with you. As with anything, this blog has an agenda. If it helps you build your website, perfect. However, let’s connect if you do not want to design a new website. At Exothermic, we want to help you succeed, and I like to build websites, so let us do it with you. 

The Pros and Cons of Franchising Esport Leagues

According to Cody Luongo at Esports Insider, “Franchising promises longevity and a sustainable ecosystem for esports to snowball in, providing a structure professional gaming was formerly unequipped with.” As with any scenario, there are pros and cons. This article explores some of the pros and cons of esport leagues switching to a franchised format. Continue reading “The Pros and Cons of Franchising Esport Leagues”

Esports Organizations + Content Creators

100 Thieves welcomed CouRageJD to its content creator team
100 Thieves announce CouRageJD to join its content creator team.

Have you ever noticed that esport organizations sign players that do not play on their esport rosters? For example, 2019 Content Creator of the Year finalist Jack “CouRage” Dunlop does not play on a professional roster for 100 Thieves. However, as of May 28th, 2019, 100 Thieves welcomed CouRageJD to its content creator team. So, why would an organization like 100 Thieves want to sign someone that will never win them a League of Legends World Championship? Continue reading “Esports Organizations + Content Creators”

Indie game video basics for teasers, trailers and gifs

One of the most powerful assets in video game marketing is the use of videos. Seems intuitive, no? It’s in the freaking name of the hobby.

Here’s how to put the video back into video games for your marketing efforts.

Please note: this is NOT a guide on the technical aspect of actual video creation – we tend to leave that up to the videographers either on-staff or who we contract in to help with this piece of the marketing puzzle. Continue reading “Indie game video basics for teasers, trailers and gifs”

Can I do my own marketing for my game?

I get this question pretty regularly – can I do my own marketing for my video game? Or my games-industry adjacent organization?

Mainly this comes from smaller indie dev teams (with fewer than 10 people) but occasionally from larger groups.

The short answer: yes, of course.

The long answer: yes but you may not want to and here’s why (with a follow-up at the end – I know, this is biased, but I’ll try to be fair.)

Continue reading “Can I do my own marketing for my game?”