Case Study: Esports Industry Rebranding & Positioning Strategy for DOTA 2
- Industry
- Esports / Gaming
- Duration
- December 2024
- Service
- Gamer focus groups, fieldwork coordination, and esports data collection
The Business Issue
A mid-tier DOTA 2 tournament struggled with clarity and prestige compared to top-tier events like The International, Riyadh Masters, and major regional championships. The tournament organizer needed guidance on strengthening their positioning within the competitive esports industry, selecting names that convey professionalism and credibility, and choosing a visual direction that aligns with fan expectations. The research aimed to understand how DOTA 2 fans perceive the tournament ecosystem, evaluate potential new tournament names, and assess updated visual identity directions.
The Techniques
- Online focus groups
We conducted 90-minute online focus groups as part of our comprehensive gaming market research approach. We recruited participants from the growing Thailand esports scene.
Participants included general DOTA 2 esports fans and existing tournament followers. The sessions covered 5 main topics:
- Profiling esports engagement: How and why fans follow DOTA 2 esports
- Importance of ecosystem factors: Teams, players, streamers, and regional identity
- Viewing behaviors: Habits across Twitch, YouTube, and Facebook
- Assessment of the DOTA 2 event ecosystem: Motivations for watching or avoiding mid-tier tournaments
- Name & Visual Evaluation: Ranking tournament names (e.g., “Masters,” “Championship”) and testing visual paths (Modern vs. Professional)
This structured esports consulting approach provided a multi-layered understanding of how tournament branding and design affect recognition, credibility, and engagement within the competitive gaming landscape.
The Results
The research revealed a clear path forward for tournament positioning. Findings indicated that retaining core brand equity while elevating perceived prestige through strategic naming would strengthen market position.
Visually, a hybrid design approach merging energy with professionalism emerged as the optimal direction. These insights enabled the organizer to preserve fan loyalty, enhance brand coherence, and position their tournaments for long-term growth—bridging the gap between grassroots appeal and tier-one tournament prestige in the global esports industry.
