British Esports

British Esports Federation, the not-for-profit national body dedicated to promoting esports in the UK, has been a driving force behind increasing awareness, improving standards, and inspiring future esports talent since its establishment in 2016. With a particular focus on grassroots-level esports, British Esports hosts the Student Champs, a nationwide amateur esports tournament, alongside various initiatives supporting inclusivity and diversity in the gaming community.

Despite British Esports’ significant achievements and efforts to change perceptions of competitive gaming, their website had not kept pace with the organisation’s progress.  The website needed to reflect the diverse audience and experiences of its users, ranging from children as young as ten, through to teachers, parents and academics. The challenge was clear: to create a digital experience that matched the expectations of intelligent gaming enthusiasts while providing easy access to information for various personas. With such a digital-first audience, a static website would not meet the needs of the end user, so we embarked on creating an immersive web experience, integrating animation and design to take users on a seamless journey.

We assembled a cross-functional team comprising specialists in SEO, UX, design, and development, and developed a cohesive strategy that emphasised simple navigation and tools to cater to diverse user journeys and questions. We then began with a proposed complete rebuild of their sitemap, steered heavily by search intent and opportunity. The rebuild had a very complex redirect and migration plan for launch, before which, we had to complete a full content migration. British Esports’ old website was very static and repetitive, so we moved them to a dynamic content model for easy content management but also greater impact and slick, engaging experiences for the end user. By doing this, we gave their internal teams the tools to update their website quickly, without the need for specialist expertise and without compromising on the output. 

With a focus on user experience, the new website speaks to the diverse community of esports enthusiasts while providing easy access to relevant information. As British Esports continues to inspire and educate the global esports community, their revamped digital presence will play a crucial role in reaching and engaging with their audience effectively.