Case Study

Ninjas in Pyjamas

Ninjas in Pyjamas Website
Ninjas in Pyjamas Mobile

The new website has increased our brand awareness exponentially. KJA Digital has also helped develop our social media and marketing strategy, driving sales to our new Ninjas in Pyjamas merchandise web shop.

Ninjas in Pyjamas

Ninjas in Pyjamas was the first professional esports team to launch our own gaming peripheral company, Xtrfy. The company has grown to become one of the world’s leading gaming hardware companies. NiP is also active within the esports education industry, through initiatives such as the subsidiary Area08, and through several initiatives in collaboration with the Swedish government. In addition to this, Ninjas in Pyjamas is also an active shareholder in the clothing company DRKN and a founding member of the World E Sports Association (WESA).

KJA DIGITAL worked with Ninjas In Pyjamas to look at their full online-presence and assess what could be done to further improve their offering to their extensive fanbase. Our approach was simple; to focus on the content and provide a monetisation strategy to ensure the organisation continues to be sustainable.


The first phase was to re-think the design. The previous layout suffered from a myriad of usability issues and hid a lot of the fantastic content that was being produced – we decided to go for a design which primarily showcased the content.


Simplicity was key. A lot of the content on the Ninjas site is crafted by a fantastic team of volunteers so we wanted to make this as smooth as possible. We opted for the fantastic CraftCMS, a software solution which provided just enough functionality to support the team.


Ninjas in Pyjamas is a top-tier team. As a result of this, any content posted to their site would gather a significant amount of interest, therefore, large spikes in traffic are very common.

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The Ninja’s site makes use of the fantastic Amazon Web Services – it was key that the sites foundations were scalable. Using our extensive knowledge of building scalable services we opted for a fully load balanced solution. The resources the site needs in peak are actually very low, however, this is just the beginning of what the Ninjas in Pyjamas’ site will offer.

With these simple optimizations’ the site now renders significantly faster.

Preliminary results:

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The next stage was to use our knowledge with e-commerce solutions to setup a shop to sell the fantastic gaming merch the team offer. This stage involved integrations with Shopify, alongside our marketing and e-commerce expertise.

This project was a success for both us and Ninjas in Pyjamas. A European success story between a small Web Design company in Bristol, UK and a large gaming organisation in Sweden.

We’re looking forward to the next projects.

Visit NiP Gaming