Former Fnatic CEO Wouter Sleijffers believes that esports organizations are misguided in their obsession with tournament victories. In a recent Esports Insider article, he argued that the industry’s focus on bravado and mainstream flash is a dead end, and that real longevity comes from nurturing community.
Sleijffers, who led Fnatic from 2015 to 2019 during some of its most iconic years, has seen firsthand how authentic connections with fans can drive merchandise sales, viewer loyalty, and sponsor interest—far more than a single championship win.
The Lure of Winning vs. The Power of Community
Tournaments generate hype, but that hype is fleeting. Sleijffers’ point is that esports teams often treat community as an afterthought, pouring resources into player contracts and flashy content instead of building lasting relationships. The result is a boom-and-bust cycle where viewership spikes for events but fails to translate into steady revenue.
Games like LoL esports demonstrate that narratives and player personalities, cultivated over years, keep audiences engaged between tournaments. Fnatic itself built a global brand partly through its passionate community, not just skill on the Rift. Organizations that prioritize community often see higher merchandise sales, more consistent viewership, and stronger sponsor retention.
Why Esports Needs Authentic Connections
The esports economy remains precarious. Many organizations struggle to turn a profit despite winning teams. Sleijffers suggests that a shift in mindset is necessary: from viewing fans as customers to treating them as community members. This means more grassroots events, transparent communication, and genuine interaction rather than top-down marketing.
Data from other sports industries shows that emotional attachment, not just winning percentages, drives ticket sales and subscription models. Esports can learn from traditional sports clubs that have thrived for decades through local fanbases, even during losing seasons.
Meanwhile, large-scale events like the Esports World Cup continue to draw scrutiny for their priorities, raising questions about whether massive prize pools actually serve the community or just attract short-term attention.
GamerHeadlines Takeaway
Sleijffers’ warning comes at a critical time. Esports is at a crossroads, with some leagues contracting and viewership plateauing. The organizations that survive may be those that invest not in the next superstar, but in the slow, unglamorous work of building a loyal community. For an industry often dazzled by numbers, the real metric of success might be something harder to measure: a sense of belonging.
