Growing an esports platform for players new to crypto
Naeem co-founded IGGalaxy and led growth as CMO: positioning, content, tournaments and onboarding for a bootstrapped esports platform.
- Project
- IGGalaxy (Intergalactic Gaming)
- Naeem's role
- Co-founder and CMO
- Period
- September 2017 to May 2021
- Sector
- Gaming · Web3 · Community
How this case is stated
- Relationship and role are stated as they were: Founder experience.
- Each figure states what it counts, over what period and whose result it was.
- Visuals say whether they are originals or illustrations.
01The figure, and what it counts
Stated figure
- 100,000+
- Registered players
- Players who registered on IGGalaxy between 2017 and 2021, while Naeem was co-founder and CMO. Registrations, not active players.
The registrations came from the whole team's work on the platform, tournaments and community. As co-founder and CMO, Naeem led the positioning, content, creator campaigns and onboarding described on this page.
02Situation
Starting situation
IGGalaxy offered competitive tournaments with crypto-based rewards. Most of the players it wanted were gamers first and had little or no experience of crypto wallets.
The platform was bootstrapped, so growth had to come from content, creators, tournaments and community rather than paid acquisition.
03Work
Work delivered
Positioning for gamers
The platform was presented around competitive play and recognition, with rewards explained as progression rather than as a crypto product.
Onboarding
Wallet setup was moved after a player's first match, once they understood why it mattered, with walkthrough guides for first-time users.
Content and search
Guides, platform updates and search-focused articles for competitive gaming topics.
Tournament and creator campaigns
Creator-hosted tournaments with briefing packs, reminders and recap content leading to the next event.
04Context
Role and scope
- This is founder experience from Naeem's own company, rather than an Encanta client engagement.