A new esports strategy

SC Heerenveen wants to take a new direction with esports, but where do you start as a club?

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  • Online game events
  • Gaming tournament software
  • Marketing

The Friesland esports journey 2.0

In early 2021, we got in touch with SC Heerenveen to come up with a plan to entertain young people in Friesland during Covid.

After a successful first online tournament, everyone was excited to continue with esports! The Friesland esports journey 2.0 became a reality.


Esports as a marketing tool

After a number of conversations, we discovered the essence of esports for SC Heerenveen: Esports will have to become a pillar of the marketing department. It must be a tool that can be used to reconnect with a young, hard-to-reach target group.
With this in mind, we set up four phases in the SC Heerenveen esports fan journey, below we will describe the already completed phases.

Concept phase 1

Introduction - FIFA tournament in Covid times

We organised accessible online FIFA tournaments in the name of SC Heerenveen and in cooperation with the municipality of Leeuwarden. Why?

  • To respond to the demand from Leeuwarden’s youth to get together with friends.
  • To create recognition for the SC Heerenveen esports brand.
  • To collect data from a hard-to-reach target group.


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Concept fase 2

Online <> Offline

Phase two was about creating a ‘fear of missing out’ among young fans. In four qualifying tournaments with the title ‘The search for the new Friesche esports talent’, we quickly reached 400 entries. With commentary by esports player Niels Krist on a livestream, it was a fantastic experience for many young people to compete for the title! Later that month, each participant received an invitation to the Skillgames event at the SC Heerenveen training complex. Nothing better than getting in touch with the young generation of fans on location with something the fans really enjoy: playing games of FIFA and physically re-enacting elements of the game on the field.



Online events



Physical event






Unique records

Niels Krist - SC Heerenveen

Home of esports is an organisation that saw what we could do as a club, wanted to do it and got to work on it. Compiling a strategic plan, setting up tournaments, up to the final implementation, everything was tightly coordinated. Add to that the fact that there are short lines of communication and action is taken immediately if there are questions or a quick response is needed. In short, our cooperation with Home of esports has been a very positive experience.

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