Mastering engagement: How Skin.Club transformed community building in the gaming industry

Bridging the player gap

Building an active esports community requires bridging a gap between diverse player preferences, varying levels of skill, and different expectations from the gameplay experience. Balancing the competitiveness of some players with the inclusivity of others and fostering a unified space where all players feel welcome and create meaningful connections is a huge challenge. 

“One of the biggest challenges we face is the diversity of our audience,” says Tar. “Players engage with us in different ways depending on their interests. For example, some creators often prefer YouTube for sharing ideas, some – Twitch or Kick, while casual players or case-opening fans are active on platforms like Twitter or Instagram, where they interact with influencers and events. 

“This creates distinct “micro-communities” within our larger user base, each with its own needs. The challenge is to tailor our strategies for these different groups while still maintaining a cohesive overall community.”

The game is just the start

The old and familiar version of Counter-Strike: Global Offensive (CS:GO), which was played by millions for more than two decades, was upgraded in September 2023 to Counter-Strike 2 (CS2). Data shows that while more than 1.5 million concurrent players have been recorded on Steam during the month of the release, the number dropped to 1.1 million in November 2023 and then grew to 1.6 million concurrent players in April 2024, which is still below the record of 1.8 million players that was shown almost a year earlier, in May 2023. These numbers indicate that upgrades to the game and technology alone will not drive more player engagement.

Tar explains how to drive this much needed player engagement: “Our community thrives on a mix of entertainment, competition, and shared experiences. We focus on creating engaging content that brings players together, whether it’s through case battles, exclusive events, or collaborations with influencers. We also ensure there’s always something new happening — special events, tournaments, and updates that keep players excited!”

Laying the foundations to an esports community

Esports has become a global phenomenon, particularly in regions like North and Latin America. In the US, around 20% of online users watch esports at least once a week, and in Latin America — especially Brazil — that number rises to 39%.

Creating a thriving community goes beyond just offering content; it’s about giving players a sense of identity and belonging. Just as 61% of esports fans in North America and 44% in LatAm support specific teams, players build loyalty through in-game elements like unique skins and items. These personalized elements help players feel more connected to both the game and the broader community.

“We believe that building a strong sense of community is essential for engaging players,” adds Tar. “For CS2 players, owning skins isn’t just about in-game items — it’s about being part of a larger community that shares the same passion. By fostering this connection, we create a space where players feel understood and engaged. 

“One of the main reasons players stay on the platform is because they feel like they’re part of a community. Our community allows players to interact, share their experiences, and see they’re part of something bigger. This approach has had a direct positive impact on both engagement and retention rates.”

Cultivating the community

Getting gamers interested is the mere start of building a community, as there are millions of communities, in-game interactions, and distractions constantly competing for players’ attention. Keeping esports community members engaged requires a constant mix of content and interactive events. 

One of the biggest challenges of maintaining a community is building and cultivating meaningful relationships that foster comradery between players. Building relationships with players includes recognising individual feedback, rewarding loyalty through giveaways, assigning special roles, and creating a dynamic that keeps players invested in the community’s growth.

“Our approach to keeping the community engaged revolves around creating a space where players feel personally connected to the platform. We focus on building long-term relationships with our users by fostering a sense of belonging and involvement. 

“This means regularly interacting with the community, offering transparency in our actions, and responding to player needs in a timely and thoughtful manner.” 

Tar explains that beyond providing new content, he strives to make the community feel like an integral part of his company’s growth. This is achieved by empowering players to contribute ideas, participate in decision-making processes, and celebrate their achievements within the platform. “We create a deeper level of engagement that keeps them coming back—not just for the games but for the community itself.”

Taking feedback on board 

Listening to and responding to feedback from gamers isn’t just about improving the experience. It is also about ensuring that community members’ voices are heard. This line of communication cannot rely on the goodwill or service orientation of a particular community leader. The challenge lies in engraining communication and listening to members into the community’s DNA.

“We place a strong emphasis on player feedback to shape and improve our platform,” Tar adds. “One recent example is a contest we launched on social media, where users were encouraged to submit their ideas for new features and improvements to the site. The top three coolest ideas will be rewarded with skins, which really got our community involved and excited!”

In addition, he says that his company frequently implements new cases and features based on direct communication with ambassadors and player feedback. “By listening closely to our ambassadors and the broader community, we’ve been able to add valuable updates that resonate with our audience and keep the platform fresh and engaging. 

“We constantly gather feedback through social media, support channels, and direct conversations, ensuring that we stay in tune with what our players want and deliver a platform that reflects their needs and desires.”

Growing the community vs keeping loyal players

Another challenge is the innate conflict between growing an esports community and maintaining the loyalty of existing members. While enticing new members to join a community will require new and exciting content, features, and rewards, exciting members opt for more emphasis on rewarding loyalty and personal relationships in a familiar environment. 

Tar believes that balancing growth with loyalty means staying true to the core values that helped build the community in the first place. “As we grow, we ensure that the values and experiences that brought our loyal players on board remain central to everything we do. Growth doesn’t mean changing what works — it means building on it. We’re careful to introduce new content and features that complement our core offering rather than disrupting.”

Tar continues, “To achieve this, we tailor our growth strategies in a way that brings value to the entire community. We continuously offer exclusive rewards and recognition to loyal players while introducing new content and features that appeal to fresh audiences. 

“By maintaining open communication and staying responsive to feedback, we ensure that growth doesn’t come at the expense of the strong relationships we’ve built with our loyal user base.”

Bringing gamification into a gaming community

Gamification is a buzzword across the video gaming industry right now regarding how to engage with players in communities. Of course, video gamers already enjoy gaming, so gamification methods are likely to be effective. Tar believes that introducing these elements into a community can increase player engagement.

“Gamification is a core part of our strategy to enhance player engagement and participation,” says Tar. “We’ve integrated gamified elements across the platform, from case battles to rewards systems, to keep the experience dynamic and exciting for our users. 

“By consistently updating and refining these elements, we ensure that players remain engaged and motivated to interact with both the platform and the community. We also closely monitor industry trends to stay ahead and continue offering innovative features that resonate with our players.”

How does AI fit into the puzzle?

Artificial intelligence (AI) and machine learning are at the heart of almost all player engagement strategies. But how can a platform and community stay current with technological advancements yet retain the personal, human interactions and relationships that are so crucial to building a thriving online community? 

Tar explains: “We actively use data analytics to track community engagement and improve retention. By analysing user behaviour, we can identify patterns, optimise the player experience and tailor our strategies to better meet the needs of our community. 

“While AI plays a role in areas like traffic forecasting, we rely more on data-driven insights and human expertise when it comes to enhancing community interaction and retention. AI tools are evolving, and we’re continuously exploring their potential, but we prioritise a balance between automation and the “human touch” to ensure a personalised and effective approach.”