Publications
Publications
- November 2023
- HBS Case Collection
Team Liquid: Fueling the Business of Fandom
By: Youngme Moon and Kerry Herman
Abstract
In 2023, the co-CEOs of Team Liquid, one of the world's most prominent Esports organizations, are deciding whether and how to evolve their business model to include (1) a greater focus on enterprise revenue; and (2) more direct-to-consumer activity. Team Liquid has one of the largest global fanbases in the world. The case is an exploration of how an organization can build a business that is anchored by its FANS, as opposed to customers per se. The learnings are applicable to any organization with a strong fanbase—including sports teams, social media influencers, and the like.
Keywords
Business Model; Customer Focus and Relationships; Games, Gaming, and Gambling; Revenue; Organizational Culture; Business and Community Relations; Video Game Industry
Citation
Moon, Youngme, and Kerry Herman. "Team Liquid: Fueling the Business of Fandom." Harvard Business School Case 324-041, November 2023.