Teamfight Tactics Global Esports Social
Building scalable live to social programming for a global competitive audience
CLIENT
Riot Games
COMPANY
Team Liquid (Liquid Media)
ROLE
Lead Producer
PLATFORMS
X, Instagram, TikTok, YouTube Shorts, Twitch
LOCATION
Paris, Macao, Las Vegas and Remote
The Challenge
Teamfight Tactics esports spans multiple tentpole events with different formats, audiences, and competitive narratives. The challenge was to turn long form esports broadcasts into platform native short form content that could engage both core players and new audiences at scale.
-
Translate long form competitive broadcasts into short form mobile content
-
Promote player narratives across multiple global events
-
Operate across live event constraints and remote production workflows
The Idea
Build a repeatable live to social content system that could scale across regions and event formats while evolving based on performance insights. The approach centered on modular formats, player driven storytelling, and creator led education.
-
Create modular short form formats for mobile and social platforms
-
Center content around players and competitive storylines
-
Use creator led education to make competitive TFT more accessible
The Execution
We led global social coverage across live events and remote production, capturing key competitive moments in real time and shaping them into platform native short form content across social channels.
-
Identify key moments live during broadcasts and on site events
-
Produce and publish short form content across socials
-
Iterate formats and pacing based on performance insights
The Role
I led global social programming for TFT esports, owning format design, story selection, team coordination, and performance driven iteration across events.
-
Define short form programming strategy and format design
-
Lead remote and on site social teams during major events
-
Use performance insights to refine pacing, formats, and programming
The Results
The program delivered compounding performance gains across events while improving efficiency and engagement with both core and new audiences.
-
14.9M views and 310 percent increase in engagement at the Macao Open
-
10.8M impressions and 18 percent growth on CompeteTFT X at Tacticians Crown Set 13
-
32M impressions and over 52K hours watched at the TFT Paris Open