100 Thieves announce new headquarters and retail location following $35 million funding round - Dexerto
Business

100 Thieves announce new headquarters and retail location following $35 million funding round

Published: 16/Jul/2019 14:45 Updated: 16/Jul/2019 14:59

by Matt Porter

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Popular esports organization Fortnite, League of Legends, and Call of Duty, alongside their impressive apparel arm, which produces streetwear-inspired clothing that regularly sells out minutes after release.

Now, 100T have announced that they are continuing their rapid expansion, bringing on Artist Capital Management chief Josh Dienstag as a member of their Board of Directors after leading a $35 million Series B funding round.

100 Thieves / YouTube100 Thieves have become a dominant force in Call of Duty esports.

In a video uploaded to the 100 Thieves YouTube channel, CEO Matt ‘Nadeshot’ Haag and COO John Robinson confirmed that they had used some of the funding to purchase a new 15,000ft Los Angeles headquarters.

The new headquarters will be home to all of 100 Thieves’ business ventures, and will also house their competitive teams, with Robinson stating that the plan “is to bring everyone under one roof.”

100 Thieves also intend to design all their apparel from the new headquarters, and state that it will “serve as a retail storefront for the brand’s upcoming drops,” although there was no mention as to when we would see new clothes from the company.

The funds will also go towards 100 Thieves’ expansion plans, with Nadeshot confirming that they intend to branch into a number of new esports titles throughout the next year, with reports from June suggesting that 100T were aggressively seeking funding as they tried to secure a spot in Call of Duty’s franchised league.

The value of 100 Thieves has skyrocketed in the past year, with reports suggesting that the company is now worth $125 million, a jump of $35 million from its October 2018 valuation.

The organization already has some big-name investors behind it, with music producer Scooter Braun and rapper Drake joining the company’s Board of Directors back in October.

Business

Miller Lite show streaming ambitions in latest Complexity deal

Published: 20/Oct/2020 17:00

by Adam Fitch

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Dallas Cowboys’ esports organization Complexity Gaming have expanded their deal with Miller Lite, after naming the brand their exclusive alcohol beverage in May 2019.

Initially centering around a physical sponsorship at Complexity’s headquarters in Texas, the partnership now extends to streaming.

Seemingly a reaction to the physical limitations of brand activations due to the global health crisis, the deal now features “fan-centric content initiatives” and marks a continued interest in esports for the MillerCoors brand.

Complexity players who are of drinking age in the US will participate in live stream activities for the brand, which have been designed to “develop a deeper connection to fans,” by playing in a relaxed atmosphere and telling stories of how they find themselves playing video games professionally.

Complexity Gaming at BLAST Premier
BLAST
Complexity’s young gun oBo recently shocked fans by stepping down from the team.

The organization competes across Counter-Strike: Global Offensive, Valorant, FIFA, Fortnite, Apex Legends, Madden, Hearthstone, and Magic: The Gathering, though the specific players that fans can expect to see on-stream have not been named at the time of writing.

Complexity’s branding across live streams, social media, and partnership assets have all been updated to align with the new deal too. This includes filters on Snapchat and Instagram, as well as downloadable assets for fans to use on their social media profiles.

“Miller Lite’s desire to dive in and understand the esports audience has made them an invaluable partner,” said Ashley Chalk, Complexity’s vice president of partnerships. “With a renewed focus on live streaming, we’re continuing to improve both player and fan experiences through access and unique engagement opportunities that bring people together in a time when many are apart.”

Complexity pros sit down for a conversation with cans of Miller Lite
Miller Lite
Complexity pros Monsoon and AlanAvi sit down for a conversation with cans of Miller Lite.

The relaxed nature of the expanded partnerships fits with the original vision of the collaboration between Complexity and Miller Lite, which was first announced on May 15, 2019.

At the time, the alcoholic beverage brand was named the title sponsor of the player lounge in Complexity’s GameStop Performance Center — an area where teams could relax and unwind with the drink available on-tap.