New partnership – British Esports

5 min read by Charles Craik 21 Dec 2022

We’re pumped to announce an exciting new client partnership with not-for-profit national body, The British Esports Federation (British Esports). We’ll deliver a business transformation strategy to inspire and educate the global esport community, delivering a slick UX to match the expectation of gaming pros.

About British Esports

The British Esports Federation (British Esports) is a not-for-profit national body established in 2016 to promote esports in the UK.

Founded by Chester King, its mission is to increase awareness, improve standards and inspire future esports talent. Focused on grassroots level esports, British Esports founded the Student Champs, a nationwide amateur esports tournament, open to students aged 12+ from schools and colleges throughout the UK.

Furthermore, British Esports run a number of other projects, pilots and initiatives supporting inclusivity and diversity in esports, as well as the ongoing perception of esports as a viable alternative to traditional sports or career pathways.


Gamers have experienced a notoriously bad press over the years, but perceptions are changing fast – not least due to the efforts of CEO Chester King and his organisation. Since founding British Esports in 2016, the team has worked tirelessly to make the benefits of competitive gaming available to everyone.

Over the years, he’s met with game publishers, tournament organisers, academic researchers and the UK Government. The mission: to get more youngsters involved in a competitive activity that offers positive cognitive benefits, a credible alternative to traditional sports, and routes into the gaming industry.

The challenge, quite simply, is that the website hasn’t kept pace with the achievements of the organisation. As the cornerstone of digital esports in the UK, its digital experience needs to be on point: to match the expectation, diversity and experiences of a wide variety of personas.

Our strategy

StrategiQ will present British Esports’ vision in digital form, representing the slick user experience and diverse audience that exemplifies intelligent gaming today.

A digital transformation project demands cohesive, collaborative thinking from the off. As a result, we created a cross-functional team, bringing together specialists in SEO, UX, design and development to get to know British Esports’ needs in depth, before landing the new look and feel.

User experience is key: simple navigation and tools will take into account not just aesthetics but the user journey so that different audiences can locate answers to highly varied questions (is esports safe? Where’s my nearest Esports event?) in seconds.

What will British Esports achieve from the partnership?

In short, a beautifully laid out website that speaks to a digital first audience, elevating British Esports to the level its users expect.

Why did British Esports choose StrategiQ?

“I have never worked with a company that gets the big picture. Sure, I’ve worked on a lot of web projects, but StrategiQ is unique in that they truly understand the full impact that a website should have.

The team has challenged us on everything from what content sits on a page, to how it might impact SEO rankings, or perform for other marketing activities. StrategiQ is truly a full service marketing agency, regardless of whether you’re investing in integrated capabilities or simply a website project.”

Adam McGowan, Marketing Director, British Esports

Want to work with an agency that always puts strategy first? Talk to us about your new project – we’re all ears.

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