G2 Esports
About G2
G2 Esports is one of Europe's most recognizable esports brands, competing across League of Legends, Valorant, Rocket League, and more. Known for bold marketing and a highly engaged fanbase, G2 has built a global following that extends well beyond match viewership into merchandise, content, and community.
The Challenge
G2 previously operated a native mobile fan app built in-house. While the app served its purpose, maintaining it required ongoing engineering resources that didn't align with G2's core business. Updates were slow, features lagged behind what fans expected, and the app existed in isolation from G2's other digital properties.
The organization needed to:
Externalize fan app development to focus internal resources on content and competition
Connect the fan experience to their Shopify store rather than running parallel systems
Leverage their existing customer base of 60,000+ fans instead of starting from zero
Enrich customer data with engagement insights beyond purchase history
G2 Army by G2 Esports © XBorg
The Solution
G2 deployed a FanBase-powered platform deeply integrated with their existing Shopify infrastructure, creating a unified fan experience across their website and store.
Shopify SSO Integration
G2 fans access the fan app using their existing Shopify accounts. No new registration required. This means:
Seamless authentication for 60,000+ existing customers
Embedded experience within G2's website for fluid navigation between store and fan app
Single customer identity across commerce and engagement
Fans click through from the G2 website, authenticate with credentials they already have, and land directly in the fan experience. The technical complexity of proxy authentication and token handshakes happens invisibly.
Customer Data Enrichment
The Shopify integration works both ways. G2's existing customer database gets enriched with fan engagement data:
Engagement patterns: Which fans complete quests, participate in events, climb leaderboards
Fan identity signals: Connected social accounts, gaming profiles, content preferences
Behavioral trends: Activity frequency, preferred engagement types, response to campaigns
This transforms a transactional customer list into a rich fan intelligence layer. G2 can now identify their most engaged supporters, understand what content resonates, and segment audiences based on behavior rather than just purchase history.
Merchandise-Linked Rewards
Purchases on the G2 Shopify store automatically earn points in the fan app. This creates a closed loop:
Existing revenue channel optimization: Merch purchases now drive fan app engagement
Centralized digital rewards: Points, items, and rewards flow through a single system
Purchase-to-engagement bridge: Customers who buy become fans who engage, and vice versa
Fans don't need to manually claim rewards or enter codes. Buy a jersey, earn points. The integration handles attribution automatically.
Results
Fanbase Migration
G2's existing customer base transfers directly into the new platform through Shopify SSO, preserving years of customer relationships.
Engineering-Free
G2 no longer maintains a separate mobile app codebase. Platform updates, new features, and infrastructure improvements come from FanBase.
Unified Fan Data
Commerce data and engagement data live in the same ecosystem, giving G2 a complete picture of fan behavior across touchpoints.
Optimized Revenue Channels
Merchandise purchases now serve dual purposes: revenue and engagement. Every transaction strengthens the fan relationship.
The Twitter API alone would cost us $5K monthly. With FanBase, we get Twitter plus many other integrations for less than that.
Head of Marketing at
G2 Esports
Interested? Get in touch!
G2 Esports' fan platform is powered by FanBase, XBorg's white-label fan engagement platform. FanBase helps esports teams, sports organizations, and entertainment brands deploy customized fan applications with deep Shopify integration in days rather than months. Get in touch to learn how FanBase can work for your organization.
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