In Esports giant 100 Thieves, Nadeshot, John Robinson, Valkyrae and their army of competitors, streamers and content creators have built one of the most impressive lifestyle brands and marketing superpowers in all of gaming. Now, they've brought on industry legend Pete Hawley to run their brand new game studio. Just a few weeks into development and they've already released the initial footage and play test of Project X. In this week's spotlight, John and Pete sit down with Ethan to tell us about the history of 100 Thieves, where it sits on the spectrum of streamer, competitor and lifestyle brand, why they decided to build out their own game studio and game, and how they are embracing open, collaborative, community driven development with their very first game. With a marketing reach over 150 gamers strong, and despite John and Pete's humbleness in the matter, it is clear that 100T has an absolute monster on its hands.
Deconstructor of Fun