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Case Study
Esports · Web3 · Community3-year engagementGrowth leadership, content, and community

Turning competitive gaming into a web3-powered community

This is the founder-operator case: Naeem co-founded IGGalaxy and ran growth as CMO. A bootstrapped platform that needed to attract gamers, educate first-time crypto users, and prove value to its layer-1 backers—all at the same time.

Client
IGGalaxy (Intergalactic Gaming)
Sector
Esports · Gaming · Web3 · Community
Services
Brand narrative & positioning, Content & SEO +
Location
Global gaming audience
Date
Nov 2023
Outcome focus
100k+ users, 1,000+ tournaments, 98% new to web3
Journey showing players moving from tournament discovery to rewards and community governance
Brand narrative & positioning
Content & SEO
Influencer & tournament campaigns
Community growth
Ecosystem relations

Challenge

Grow a web3 gaming platform without a marketing war chest

The team needed to validate that gamers wanted competitive play with tokenised rewards while onboarding an audience that was 98% new to web3.

Marketing had to prove value to the underlying blockchain ecosystem, showing that the platform could be a flagship community project despite limited budget.

Every channel—content, SEO, influencer tournaments, and community—had to be coordinated so momentum wasn’t lost between spikes of attention.

Approach

Positioning gamers before tokens

Framed the platform around competitive play and community rewards so crypto felt like a bonus, not a barrier.

  • Narrative emphasised fairness, anti-cheat, and team recognition.
  • Token mechanics communicated as loyalty tiers and XP progression.
  • Value props rewritten for gamers first, then ecosystem partners.

Content & SEO engine

Built an always-on content calendar that mixed platform updates with educational pieces for first-time wallet users and search-optimised guides.

  • Published walkthroughs for wallet setup and prize redemptions.
  • Ranked for competitive gaming keywords to capture organic intent.
  • Weekly changelog posts to keep early adopters and partners informed.

Influencer-led tournament series

Paired gaming creators with sponsored tournaments and seasonal leagues to acquire and retain players.

  • Creator packs with overlays, scripts, and prizing guidelines.
  • Post-event recap content to extend reach beyond live viewers.
  • Co-hosted streams with ecosystem partners to grow validator support.

Community & economy operations

Built governance-lite rituals—polls, feature votes, validator calls—to keep players engaged and signal health to the chain.

  • Discord automations for onboarding, tournament reminders, and rewards.
  • Validator and ecosystem partner briefings with transparent KPIs.
  • Player council experiments to surface feedback faster.
Lifecycle graphic showing acquisition, play, rewards, and retention loops for a web3 esports platform
Content, tournaments, and community rituals fed the same retention loop.

Evidence pack

The work product behind the result

Redacted and composite artifacts from the engagement, shown to make the judgment visible: what was mapped, what was changed, and what the team used to keep execution aligned.

Onboarding map

Gamers first, wallet complexity later

Evidence item 1

A journey map for players who wanted tournaments and rewards, not a crypto lesson at step one.

Entry point

Creator event, search guide, community invite, tournament page

First value

Register, join a match, understand rewards, return for the next event

Friction removed

Wallet setup moved after the player understood the reason to care

The lesson transfers to any business asking customers to adopt an unfamiliar process.

Tournament loop

Acquisition became a repeatable event system

Evidence item 2

A working cadence that turned one-off creator spikes into a loop with reminders, recaps, and re-entry points.

Before event

Creator brief, prize framing, registration reminders

During event

Support scripts, Discord routing, player issue capture

After event

Recap content, winner proof, next tournament CTA

This is the same operating pattern behind reviews, referrals, and lead follow-up.

Partner readout

Community health translated into ecosystem proof

Evidence item 3

A reporting view that made traction legible to backers, partners, and internal stakeholders.

Activity

Registrations, tournaments, repeat players, support themes

Education

Wallet questions, redemption blockers, guide engagement

Signal

98% of players onboarded from outside web3

Good reporting turns messy growth work into decisions.

Stack & Channels

The tools and surfaces we relied on to keep execution consistent.

Next.js marketing site
Discord + community automations
Firebase analytics & events
Contentful CMS
Ahrefs + SEO toolkit
Mailchimp lifecycle flows
100k+
Registered players

Cross-title player base built during beta year.

1,000+
Tournaments hosted

Creator-led events across Fortnite, Call of Duty, and more.

98%
Players new to web3

Onboarded through educational flows and support.

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