Team Liquid and Sui are elevating the future of fandom
How invisible Web3 tech drove a 37% lift in fan engagement, unlocked true digital ownership, and opened up new commercial opportunities.
Summary
Solving for static online fandom
The problem: Passive fan engagement
Traditional Web2 fan platforms like Team Liquid's own Liquid+ were becoming static â great for broadcasting to fans, but not for creating meaningful engagement. Fan interaction was mostly passive.
The goal: Building a genuine fan connection
Our goal was to foster true fan ownership and build a deeper, more tangible connection between fans and our brand.
The vision: Beyond merchandise
With our new approach, we wanted to open up new commercial avenues to engage with our fans and partners.
PART 1
Engineering the solution
MyBlue: An on-chain fan identity
Our first product with Sui was MyBlue, a unique digital identity for every fan, inspired by our mascot Blue. This isn't just a static avatar; it's a living piece of the Team Liquid legacy that a fan gets to own.
Fans sign up easily for MyBlue via Sui's zkLogin tech â using Google or Twitch. With sponsored transactions, we're able to cover all gas fees for them, keeping the experience completely free to users. They then customize their Blue with digital items â like clothing and accessories â that are earned by completing quests like watching us play. These items are stored on-chain and give real fans real, verifiable ownership of their fandom to show "they were there" during our biggest competitions.
The Liquid Vault: Owning the moment
We wanted to go a step further. How could a fan own a specific iconic Team Liquid moment? The answer was the Liquid Vault, a new system for dropping limited-edition digital collectibles surrounding our legacy.
Each claimed digital collectible acts as a fan's raffle ticket. The raffle takes place with the help of technologies from Enoki and Kiosk, resulting in a tamper-proof way to manage the entries and draw winners: completely transparent and provably fair on-chain.
PART 2
Why we chose Sui
Knowing our audience
Team Liquid and Sui have a shared vision that consumers care about the experience, not the underlying technology.
Onboarding friction
Traditional Web3 onboarding with wallets, seed phrases, and gas fees created too much friction and risked losing fans.
The solution: seamless integration with Sui
We needed a platform that felt like a premium Web2 app but ran on Web3 power. Thatâs why we partnered with Sui, whose technology turned major barriers into a seamless, two-click experience.
Navigating the Crypto Gauntlet
On many other blockchains, the user's journey can be mostly over before it begins. It's a multi-step nightmare of downloading a wallet extension, creating a password, securely writing down a 12-word seed phrase, and funding it with crypto. If we went this route, we would have likely lost almost all our users at step one.
Simple Onboarding
Sui's zkLogin technology allowed us to bypass this entire process. Our fans sign up with something they already have: their Google or Twitch account. This single click seamlessly creates a secure, on-chain wallet for them in the background: no seed phrases, no downloads, no barrier to entry.
High Fees for Users
Even after a complex sign-up, other blockchains often require users to pay a "gas fee" for every action, such as claiming an item. This fee is often unpredictable, expensive, and confusing â the equivalent of asking a fan to pay $5.87 to receive a âfreeâ gift.
A Truly Free Experience
Sui's sponsored transactions let us cover the transaction fees for our fans. The costs are not just incredibly low (averaging $0.0041), they are entirely invisible. The fan just clicks "Claim," and a "Success!" message appears instantly: no pop-ups, no barriers, no cost.
PART 3
The data behind the story
37% boost in fan engagement
MyBlue saw a 37% increase versus Liquid+ in time on site from 1m30s to 2m03s, showcasing seamless onboarding and immediate value to fans.
Free to users, low cost to Team Liquid
A $0.0041 cost per transaction (gas fee) for MyBlue kept Team Liquid's costs low and completely free for users.
Seamless wallet creation
Liquid Vault users successfully created a Sui wallet with just two clicks via zkLogin.
High claims, global reach
Top countries by claims
TESTIMONIALS
The view from inside Team Liquid
When looking to level up our fan engagement platform, Sui was really the only choice. We aligned perfectly on vision, that tech must provide real value and be simple for users to engage with. Sui ticked all the boxes.
Matt Small
Senior Sales & Partnerships Manager - Team Liquid
The view from inside Team Liquid
Passive fan engagement wasn't enough. We wanted to give our fans an interactive experience. Sui enabled us to build a suite of features that gives passionate fans the possibility to collect tangible rewards. The results speak for themselves: our average time on site has nearly doubled.
Bo Kryne
VP of Product, Data, and Digital Items - Team Liquid
The view from inside Team Liquid
Enoki has been a stable, efficient, and developer friendly platform that enabled our team at Team Liquid to build and integrate with the Sui blockchain at a remarkably fast pace. Its intuitive design minimized development overhead, while Mysten Labs consistently provided reliable technical guidance and support whenever needed, making the entire integration process smooth and dependable.
Michael Benedict Samonte
Lead Engineer - Team Liquid
FINALÂ NOTES
Building the next-generation fan experience on Sui
Proving whatâs possible
Team Liquid showed that established brands can drive real-world growth by embracing new technologies.
Redefining fan engagement
The future isnât about making fans understand Web3 or blockchain â itâs about keeping the tech effortless and adding value.
The role of Sui
Sui enables this vision with scalable, cost-efficient technology that delivers tangible value without complexity.
An all-new channel
With the Liquid Vault, we now have a proven commercial solution to engage gamers and corporate partners, powered by Sui's blockchain technology.
