Team Liquid immediately unveiled Liquid+, a fan engagement platform that rewards the corporate’s esports followers for participating with gamers comparable to watching streams or taking part in on-line occasions. It’s the start of a strategy to reward followers and higher monetize them by understanding who they’re, what they need, and the way they wish to spend their cash with their favourite esports stars.
As a part of the organization’s 20th anniversary celebration this 12 months, Liquid+ acknowledges and thanks the Team Liquid fan group for his or her loyalty. It took greater than 18 months to tug off Liquid+, which is Team Liquid’s first rewards program. Liquid+ can be accessible through an web browser and with a cell app within the works for early 2021, mentioned Team Liquid co-CEO Steve Arhancet in an interview with GamesBeat.
Team Liquid has quite a lot of followers for its 100 esports athletes throughout 17 video games. It has a social media attain of 28 million folks. In 2019, the corporate streamed 59,000 hours of content material, and it had 106 million viewer hours on Twitch and 277 million viewer hours on YouTube. But till now, the crew didn’t have a manner of monitoring and rewarding followers who got here again.
With Liquid+, followers can opt-in to being recognized after they work together with Team Liquid. They can hook up with Liquid+ and hyperlink their social media accounts comparable to Twitch, Discord, Twitter, or Reddit. Liquid+ will award them factors for the engagement they present. Those factors might be redeemed for in-game foreign money, occasion tickets, Team Liquid swag, and tailor-made fan experiences with Team Liquid personalities.
“We will never sell the data, like the information of an individual user to anyone, so we are compliant with all of the laws,” Arhancet mentioned. “We want to make sure this thing is sustainable, and it has a long term future.”
Arhancet obtained the inspiration at his League of Legends studio, the place the crew practices. People had been exterior having a sort of tailgate social gathering. A feminine fan noticed Arhancet and began shaking. He walked over and gave her a hug. She mentioned she had been a fan for years and was thrilled to fulfill him. Arhancet felt unhealthy as a result of he had no concept who she was and that there was no manner for him to find such followers.
“I felt like such an asshole like she had been expressing so much loyalty, like purchasing merch and following the brand on Twitter, and I didn’t know? How messed up is that?” Arhancet mentioned. “That was the inspiration. We had to start recognizing our fans as individual people that are coming to our matches and watching our games and supporting our players and donating and subscribing and watching streams. So we started thinking about how we do that.”
Arhancet sought recommendation from buyers like Ted Leonsis, proprietor of the Washington Capitals hockey crew and the Washington Wizards NBA crew.
“We knew that esports fans leave a digital footprint of all of their loyalty activities for the players,” Arhancet mentioned. “We saw there were many platforms that they were active on. There wasn’t anything to do this, so we decided to build it.”
They had to consider totally different tiers, the various levels of standing, and whether or not there was a geographic aspect to the fandom.
“We didn’t want it to be a content hub. We just want to be able to say, we see you, thank you for caring for us,” Arhancet mentioned. “So it’s literally that simple. Our goal as an organization is to build a multi-generational youth esports brand and hopefully be the biggest in the world. In order to do that, we need to have a high engagement or be having conversations with the fans that are part of our community.”
How it really works
When you sign up, you see a dashboard web page that appears like a bank card login. You see your reward level stability and your membership standing. Later on, you’ll be capable of create your personal avatar. You can see your exercise log, what you’ve earned, and how one can earn extra factors. If you earn quite a lot of factors, you may get VIP entry which incorporates wikis to search out out extra about your favourite athletes or perhaps a name with Arhancet.
Liquid+ will make use of a quest system that grants bonuses upon completion. These quests will assist direct fan consideration to related occasions, or expose them to new streamers and video games they may not have seen. Most quests may have achievements connected to them, represented by badges followers can show of their profile’s Showcase.
As a part of a fan’s profile, Liquid+ will preserve observe of their lifetime factors, used to rank membership standing and unlock unique alternatives. Fans can have Team Liquid confirm their profile web page by submitting their fan story to the group, which can be learn by somebody on Team Liquid workers and used to verify their fan legacy.
For Team Liquid, Liquid+ will permit the group to raised perceive and determine who its supporters are, what gamers they cheer for the toughest, and the way they present their love. This data will give Team Liquid gamers, streamers, groups, and workers the flexibility to exactly join with followers.
The open beta will launch with 500 signups on the primary day, with extra followers to be let in regularly. Liquid+ is scheduled to maneuver out of beta standing by the top of the 12 months. Once followers can return to bodily esports occasions at a stadium, Liquid+ ought to have extra methods to reward followers.
Team Liquid was based in 2000 within the Netherlands and has developed into one of many main worldwide multigame esports groups with coaching facilities in Utrecht, São Paulo, Brazil, and Los Angeles. In September 2016, controlling curiosity in Team Liquid was bought by the esports possession group, Axiomatic. Axiomatic management consists of CEO Bruce Stein and co-executive chairmen Peter Guber, Leonsis, Jeff Vinik, and Bruce Karsh.