Tournament wins are not the solution
Wouter Sleijffers, who led Fnatic from 2015 to 2019, believes the esports industry is heading in the wrong direction. While the team reached the League of Legends World Championship finals in 2018, Sleijffers insists that tournament success alone is not what builds a sustainable esports ecosystem. Instead, he argues, what really matters is the community surrounding the games. During his four-year tenure as Fnatic's CEO, the organization experienced some of its most memorable moments, including their strong showing in the 2018 World Championship. But Sleijffers is clear that tournament performance isn't the main goal. He believes the key to long-term growth lies in fostering a passionate and engaged fan base, not just in accumulating trophies.
According to Sleijffers, even placing in the top four of a major competition can be enough. Over-achievement, he warns, might backfire. Constant wins can draw attention from rival organizations eager to sign star players, leaving a team vulnerable to losing its most valuable assets. While it might seem counterintuitive, Sleijffers argues that maintaining a steady, but not overwhelming, level of success helps retain top talent. When a team wins too frequently, it becomes a target for other organizations looking to poach high-profile players. By staying competitive but not dominating, teams can keep their key players and build a stronger, more loyal fan following.
Balance between mainstream and hardcore fans
Sleijffers acknowledges the need to attract mainstream audiences but cautions against losing sight of the hardcore fan base. He says the esports industry must find a middle ground. Too much focus on newcomers with cringe tactics — like the Esports World Cup's controversial over-the-top ceremony — can alienate long-time fans. Sleijffers says events should offer something meaningful to all attendees, not just a flashy DJ set. The event has been criticized for prioritizing spectacle over substance, with some arguing it’s more about creating a show for casual viewers rather than engaging the core esports community. Sleijffers suggests that events need to balance entertainment with authenticity to truly resonate with all audiences.
He suggests that esports organizations should aim to build bridges between casual and dedicated fans. Events should be designed to give new people something to connect with, while preserving the identity and culture that long-time fans cherish. For example, Sleijffers points to the way League of Legends integrates music and storytelling into its events, creating a sense of continuity and tradition that appeals to both newcomers and veterans. By offering experiences that feel authentic yet accessible, esports can grow without losing what makes it unique.
Empower the community, not the sponsors
One of Sleijffers' key strategies during his time at Fnatic was to let the community drive events. He recalls how the Street Fighter scene in London, led by Fnatic’s finance controller, Henry, organized a weekend tournament in the company’s bunker with no prior approval. By Saturday morning, it was packed with fans from around the world. Sleijffers was impressed. He said the event showed the power of letting players and fans take the lead. When the community is given space to shape events, it builds trust and engagement. Sleijffers believes that these grassroots efforts often lead to stronger fan loyalty than top-down, corporate-driven initiatives.
Sleijffers warns that desperate cash grabs and shallow sponsorships won’t build lasting value. Instead, esports organizations should focus on genuine partnerships with fans and players. He believes that strong personalities — both in-game and off — are a key resource. Leveraging player stories and community trust, he argues, can be more valuable than chasing short-term brand deals. For example, Sleijffers mentions how some fans, like his mother, are drawn to sports not just by the game itself but by the personalities and narratives that come with it. Esports, with its vibrant cast of characters, has a natural advantage here. By highlighting these stories and giving fans a real connection to the players, organizations can build deeper, more meaningful relationships.
Sleijffers emphasizes that the esports industry needs to be thoughtful about how it grows. It should avoid the trap of chasing quick wins or easy sponsorships. Instead, the focus should be on creating sustainable, community-driven initiatives that benefit both fans and organizations. By striking the right balance between competition, storytelling, and inclusivity, esports can continue to evolve without losing sight of its core values.