Project Overview
- Client
- CGN Esports GmbH
- Industry
- Esports / Gaming Organization
- Project Type
- Website Rebuild, SEO & AI Readiness, Marketing & Paid Media, AI Integration & Automation, CRM & Organizational Consulting
- Timeline
- 2025–ongoing
- Website
- cgn.gg
Understanding the Challenge
CGN Esports GmbH runs its operations, partnerships, and roster management without a structured CRM system, relying on scattered manual processes across teams. As the organization grows, that lack of structure creates the same operational bottlenecks any scaling org hits without centralized systems.
The brief covers two fronts: build and implement a CRM system fit for an Esports organization's partner, sponsor, and roster relationships, and modernize the underlying company structure to support that growth. On the public-facing side, the website and online presence needed a full rebuild: one place that brings live match results, creator streams, and the community together.
What We Aimed to Achieve
Assess current operational structure and identify where CRM systems can remove manual bottlenecks
Design and implement a CRM system tailored to Esports-specific relationships: sponsors, partners, talent, and roster management
Advise on company structure modernization to support scaling operations
Rebuild the website and online presence around live gaming results, live creator streams, and the community
Make cgn.gg indexable for search engines and AI agents through technical SEO, structured data, and machine-readable content
Provide ongoing marketing consulting and run paid media campaigns
Integrate AI and automate recurring workflows across the organization
How We Built It
- 01
Org Assessment
Reviewing current operational structure, team workflows, and existing tooling gaps across CGN Esports' business functions.
- 02
CRM Implementation
Designing and implementing CRM pipelines for sponsor, partner, and roster relationships, currently in progress.
- 03
Structure Modernization
Advising on company structure changes to support operational scaling alongside the new CRM foundation.
- 04
Website & Online Presence
Finished. Rebuilt cgn.gg from the ground up: live gaming results and live creator streams linked in, results stored in a database, a newsletter system, and the Discord community connected. Built with technical SEO and machine-readable content so AI agents such as ChatGPT, Perplexity, Claude, and Gemini can index the site.
- 05
Marketing & Paid Media
Ongoing marketing consulting and paid media campaigns built on top of the new website.
- 06
AI Integration & Automation
Ongoing integration of AI tools and automation of recurring workflows across the organization.
Outcome
The website relaunch is finished. The new cgn.gg is live: live gaming results and live creator streams now run through one site, every result is stored in a database instead of disappearing after the match, fans can sign up for the newsletter, and the Discord community is linked directly. The site is optimized for search and ready for indexing by AI agents, so CGN shows up in search results and AI answers.
Marketing consulting and paid media, AI integration and automation, CRM implementation, and structure modernization are ongoing. Outcome data for that work will be added as it comes in.