Industry Expertise
Digital Solutions for Gaming & Entertainment
The gaming industry has some of the most demanding web requirements of any sector. Launch day traffic spikes that dwarf normal load. Community features handling millions of concurrent users. Creative direction that pushes what a website can do. SEO requirements spanning game pages, news, and developer resources.
EXPRE builds websites and digital systems for gaming studios, esports organisations, and entertainment companies. We understand the performance requirements, the audience expectations, and the commercial pressures of game marketing in ways that general-purpose agencies typically do not.
Sector Challenges We Address
Launch Readiness
A game launch site serves as primary marketing surface during pre-launch, handles the traffic spike on day one, and then transitions into an ongoing player support and community resource. Three different jobs requiring careful architectural planning from the outset, not a rebuild six months after launch.
Player Acquisition
Wishlist integrations with Steam, Epic, and console platforms. Email capture with automated communication sequences. Press kit resources for journalists and content creators. SEO groundwork during development that builds organic presence before launch day amplifies paid media spend.
Performance Under Load
Traffic modelling based on pre-launch activity informs auto-scaling configuration. CDN caching strategy determines which content serves statically. Load testing simulates launch day traffic before the actual event, identifying bottlenecks under high concurrency before they affect real users.
What We Build for Gaming
Game launch sites designed for the traffic spike on day one. Cloud infrastructure with auto-scaling, aggressive caching for static marketing content, and load testing before launch are standard practice. Pre-launch functionality includes wishlist integrations with Steam, Epic, and console platforms, email capture with automated communication sequences, and press kit resources.
Post-launch, the site evolves from a marketing vehicle into a player resource. Patch notes, developer blogs, community news, support documentation, and community features replace pre-launch content. The architecture accommodates this transition rather than requiring a rebuild.
For gaming publishers managing multiple titles, a CMS architecture that allows game-specific microsites to share infrastructure and admin overhead while maintaining distinct identities for each title.
Esports and Community Platforms
Esports sites have performance requirements that standard sites do not: live match data integration, real-time score updates, dynamic player profiles, and team rosters that change during transfer periods. These features need to work reliably during events when traffic is at its highest.
Community features including forums, user profiles, event registrations, and fan content areas require a different technical approach from standard CMS platforms. EXPRE builds custom community functionality or integrates purpose-built platforms depending on scale and requirements.
Merchandise integration is a revenue opportunity many gaming and esports sites handle poorly. Connecting the site to a merchandise operation with a consistent brand experience is a project we handle regularly.
Client Work: Secret Mode / Galactic Racer
AI-Built Brand, Website, Lead-Gen Automations, and Local AI SEO Engine Delivered in Days
Read case study →Flawless Launch at The Game Awards 2025 — Zero Infrastructure Issues Under Global Traffic
Read case study →AI-Personalised Content
Game news and content aggregation, personalised to the genres, platforms, and franchises each visitor engages with most, increases engagement and return visits. AI classification combined with visitor behaviour tracking builds preference profiles that inform content surfacing without requiring visitor accounts.
AI-generated content for high-volume game news or patch note coverage reduces editorial overhead for studios managing multiple titles. Human oversight ensures accuracy and tone. AI handles the drafting volume.
SEO for Gaming Brands
Gaming SEO covers a range of content types: game landing pages targeting competitive terms, long-tail content targeting specific queries around game mechanics, news content for timely coverage, and developer relations content targeting press and content creator searches.
For studios launching new titles, SEO groundwork during development builds domain authority before launch day. Covering the genre space, building the developer brand, and targeting early search interest creates an organic presence that amplifies paid media at launch.
Common Questions
Can you build a site that handles sudden traffic spikes on a game launch?
Yes. Cloud infrastructure with auto-scaling, aggressive CDN caching, and pre-launch load testing is standard for the launch sites we build. We plan for the spike explicitly.
Do you work with indie studios as well as larger publishers?
Yes. We work with studios of all sizes. Indie studios often have tighter budgets, and we design solutions that focus spend on the elements that matter most for their specific launch.
Can you integrate with Steam, Epic, or console platform APIs?
Yes. We integrate with Steam Web API, Epic Games Store, Xbox and PlayStation partner APIs where available. Common integrations include wishlist counts, achievement displays, and player statistics.
Do you build the community platform or recommend third-party solutions?
It depends on requirements. We either build custom community functionality or integrate platforms like Discourse or Guild. For larger communities, purpose-built platforms are usually the better investment.
How do you approach the transition from a launch site to an ongoing game website?
We architect for this transition from the start. Content types and URL structures accommodate both launch marketing and ongoing player resources without requiring a platform rebuild.
Related services
Build Your Gaming Website
Contact EXPRE for a consultation. We will discuss your game or esports website requirements and define the right approach for your studio.
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