An esports organization turning hyped jersey drops and a paid membership into one connected fan economy.
Grid City ran two disconnected things at once — hyped jersey and gear drops on one side, a fledgling membership program on the other — and neither knew the other existed. Members paid for perks but shopped like strangers; drop buyers never saw a reason to join. The store treated its most loyal fans exactly like first-timers who wandered in from a stream.
We designed a single logged-in experience where membership unlocks early drop access, member pricing, and gated collections — then surfaced those perks right where fans decide to buy. Drops and membership stopped competing and started feeding each other.
Members bought more per visit once the value was finally visible at the point of purchase, and drop buyers converted into members to unlock the next release. Average order value climbed 26%, and a disproportionate share of new sign-ups came straight off drop-day traffic.
