Customer equity refers to the long-term value of a team’s relationship with its fans. It is not just about how many fans a team has, but how loyal and engaged those fans are over time.

Fnatic has high customer equity because they stay in constant contact with their fans through YouTube, Twitch, Instagram, Discord, and live events. They interact directly with supporters, respond to comments, and include announcements and behind-the-scenes content. This makes fans feel included, and not just like spectators.

London Spitfire also builds strong customer equity, especially through local engagement. They focus on match-day experiences, city pride, and community events. Their fans feel connected because they see the team as representing London itself rather than just esports.

Fnatic’s customer equity is global and digital-first, while London Spitfire’s is more community-based and regional. Both are effective, but Fnatic’s online engagement allows them to scale their fan relationships internationally.

Customer equity is one of the most valuable assets an esports team can have because loyal fans create stable income, free promotion, and long-term brand growth.

Kotler, P. et al. (2020) Marketing Management. Pearson.

Statista (2024) Esports audience and fan engagement data. Available at: https://www.statista.com

Fnatic (2025) Community & Fan Engagement. Available at: https://www.fnatic.com