Client Overview

Client: Varsity Esports & STEM League
Industry: Esports & Tech Education

Background:
Roughly two years ago, Geminight joined the Varsity Esports & STEM League as a founding member, helping build the brand from the ground up. Today, it has grown into one of the largest academic esports leagues in the nation, with a thriving community of over 50,000 followers.

The Challenge

Starting with no established audience or brand recognition, the primary challenge was to create a strong brand identity and build a dedicated following. The objective was to position the league as a premier academic esports and STEM organization, fostering community engagement, and securing strategic partnerships to support long-term growth.

Strategy & Execution

As the marketing manager, Geminight played a pivotal role in crafting and executing the league's social growth strategy. This included:

• Team Building: As the marketing manager, Geminight assembled, trained, and led a marketing team of seven members, each contributing to the brand’s vision and growth.

• Partnerships: Developed and nurtured partnerships with influential figures and companies such as Kai Cenat, the AMP crew, PowerGPU, PlayWildcard, and many others, enhancing the league's profile and reach.

• Social Media Leadership: Took charge of the social media strategy, transforming the league into one of the largest academic esports leagues in the country and driving significant engagement and community growth.

• Content Creation: Collaborated with the partnerships team to produce tailored videos, graphics, and other content that resonated with government officials and potential sponsors playing a key role in securing over $15 million in funding.

• Revenue Generation: Innovated revenue streams by developing a concurrent YouTube presence and designing merchandise that not only engaged the audience but also generated profits during events.

• Holistic Involvement: Beyond marketing, Geminight was involved in every aspect of the league’s operations—creating videos, photos, and graphics; scripting content; planning events; building curriculum; executing email marketing campaigns; managing newsletters; and coordinating with recruitment and operations teams.

Results