Founded in 2017, 100 Thieves quickly became one of the most prominent eSports organizations in the world, known not only for its success in competitive gaming but also for its business acumen, innovation, and brand development. From high-profile tournament wins to industry-leading strategies in content creation and merchandising, 100 Thieves has redefined what it means to be an eSports organization.
In this blog post, we’ll explore the rise of 100 Thieves, diving into the strategies that fueled their success and the key moments that shaped their journey.
1. The Origins of 100 Thieves
The Vision of Matthew "Nadeshot" Haag
100 Thieves was founded by Matthew “Nadeshot” Haag, a former professional Call of Duty player and eSports star. Haag envisioned an organization that combined competitive gaming success with entertainment and lifestyle branding.
- Founder: Matthew “Nadeshot” Haag
- Established: 2017
- Initial Focus: Competitive Call of Duty and lifestyle content creation
Haag’s experience in the gaming industry as a player and content creator provided the foundation for 100 Thieves' unique business model.
Early Backing and Strategic Partnerships
From its inception, 100 Thieves received backing from major investors, including Dan Gilbert, owner of the Cleveland Cavaliers. This investment allowed the organization to grow quickly, both in the eSports scene and in the broader gaming community.
- Key Investors: Dan Gilbert, Scooter Braun
- Early Focus: Building infrastructure for competitive teams and content creation
This early support helped 100 Thieves establish its presence in multiple eSports titles while investing heavily in branding and marketing.
2. Building a Competitive Legacy
Success in Call of Duty
100 Thieves’ initial entry into competitive gaming came through the Call of Duty scene, where Haag had built his legacy. Their Call of Duty team quickly became one of the strongest in the world, achieving multiple high-profile wins.
- Key Achievement: Runner-up at the 2019 Call of Duty World League Championship
- Signature Players: Enable, Octane, Kenny
Their Call of Duty team's success helped cement 100 Thieves as a serious contender in eSports, and the momentum they gained translated into growth across other gaming titles.
Expansion into League of Legends
In 2018, 100 Thieves entered the League of Legends Championship Series (LCS), one of the most competitive and prestigious eSports leagues. Their League of Legends team had an immediate impact, reaching the finals in their debut split and qualifying for the 2018 World Championship.
- 2018 NA LCS Spring Split: 100 Thieves finished second, making a statement in their first year.
- World Championship 2018: 100 Thieves qualified for their first international tournament, solidifying their presence in global eSports.
Their quick rise in League of Legends further showcased 100 Thieves' ability to compete at the highest levels across multiple gaming titles.
Dominance in VALORANT
With the launch of Riot Games' VALORANT in 2020, 100 Thieves quickly recognized the potential of this new tactical shooter. They assembled a world-class roster, and their VALORANT team has since become one of the top competitors in North America.
- First Strike North America: 100 Thieves won the inaugural VALORANT First Strike tournament in December 2020.
- Masters Events: Consistent performances in regional and international events have made 100 Thieves a powerhouse in VALORANT.
Their dominance in VALORANT has positioned 100 Thieves as one of the top eSports organizations in this emerging scene.
3. The Power of Content Creation and Branding
A Lifestyle Brand First, an eSports Team Second
One of the key strategies that set 100 Thieves apart is their focus on building a lifestyle brand, not just an eSports organization. 100 Thieves successfully combined competitive gaming with entertainment, fashion, and content creation.
- Merchandising: 100 Thieves’ apparel drops became iconic in the gaming world, often selling out within minutes.
- Lifestyle and Culture: The organization blended gaming with streetwear culture, music, and mainstream entertainment, attracting a diverse audience.
This approach broadened their appeal, allowing them to reach audiences outside of hardcore eSports fans.
Content Creation and Influencer Partnerships
In addition to competing in eSports, 100 Thieves focused heavily on content creation. They signed popular streamers and content creators, such as Valkyrae and CouRageJD, who brought massive followings to the organization.
- YouTube and Twitch Dominance: Valkyrae and CouRageJD helped 100 Thieves dominate content platforms, becoming major influencers in the gaming world.
- Original Content: 100 Thieves invested in high-quality content, including YouTube series, vlogs, and collaborations with celebrities.
By combining content creation with competitive gaming, 100 Thieves established themselves as an entertainment brand with broad reach.
4. Key Moments in 100 Thieves' Journey
Winning the 2019 LCS Summer Finals
One of the most significant moments for 100 Thieves came when they secured a first-place finish in the 2019 LCS Summer Finals. This victory solidified their reputation as a top-tier team in the North American League of Legends scene.
- Victory: 100 Thieves defeated Team Liquid in the finals, marking a milestone in their League of Legends journey.
- Impact: The win further validated their competitive strategy and growth in the LCS.
This moment was a turning point that showcased the organization’s competitive success and potential for future growth.
Launching the 100 Thieves Cash App Compound
In 2020, 100 Thieves unveiled their state-of-the-art headquarters, the Cash App Compound. This facility became the largest eSports gaming, content creation, and apparel facility in North America.
- Facility Features: The Cash App Compound serves as a hub for 100 Thieves' competitive teams, content creators, and business operations.
- Significance: This facility underscored the organization's commitment to growth, innovation, and expanding beyond traditional eSports boundaries.
The Cash App Compound is not only a gaming facility but also a symbol of 100 Thieves’ vision for the future.
Valkyrae Becoming Co-Owner
In 2021, Rachell “Valkyrae” Hofstetter, one of the biggest female streamers in the world, became a co-owner of 100 Thieves. This move was groundbreaking, as Valkyrae became one of the few women to hold an ownership stake in a major eSports organization.
- Impact: Valkyrae’s co-ownership signaled 100 Thieves’ commitment to diversity and inclusion in gaming.
- Cultural Influence: Her influence as a streamer and content creator brought even more visibility to 100 Thieves, further expanding their reach.
Valkyrae’s role as a co-owner strengthened the organization’s reputation as a leader in both eSports and entertainment.
5. Strategies Behind 100 Thieves' Success
Blending Gaming with Fashion and Culture
One of the most successful strategies employed by 100 Thieves is the blending of gaming with fashion and culture. Their apparel lines and lifestyle branding have redefined the traditional eSports model.
- Apparel Drops: 100 Thieves’ limited-edition apparel drops became must-have items, creating a cult-like following.
- Collaborations: Partnering with brands like Gucci and celebrities like Drake helped elevate their status beyond gaming.
This fusion of gaming and lifestyle has made 100 Thieves a brand that appeals to both gamers and non-gamers alike.
Investing in Talent and Infrastructure
From high-profile player signings to the creation of the Cash App Compound, 100 Thieves has strategically invested in both talent and infrastructure to build a sustainable future.
- Player Development: 100 Thieves focuses on nurturing talent, ensuring their teams remain competitive across multiple titles.
- Content Creation: They invested heavily in infrastructure to support their creators, giving them the tools to produce top-tier content.
These investments have allowed 100 Thieves to build a lasting presence in the industry.
6. The Future of 100 Thieves
Continued Expansion into New Titles
As eSports continues to evolve, 100 Thieves will likely expand into new games and genres, ensuring their presence in emerging competitive scenes.
- Potential Titles: Games like Apex Legends, Rainbow Six Siege, and the burgeoning mobile gaming scene present new opportunities for 100 Thieves.
Expanding the Brand Beyond Gaming
100 Thieves has already made significant strides in becoming a lifestyle brand, and the future may see them further expanding into areas such as music, fashion, and entertainment.
- Mainstream Appeal: 100 Thieves will likely continue to explore collaborations with non-gaming brands and influencers, pushing the boundaries of what an eSports organization can be.
Conclusion
100 Thieves’ rise to prominence is a testament to their unique approach to eSports, blending competitive gaming with content creation, fashion, and entertainment. Through key moments such as their Call of Duty and League of Legends victories, the launch of the Cash App Compound, and Valkyrae’s co-ownership, 100 Thieves has solidified their status as a powerhouse in the industry.
With their innovative strategies and commitment to excellence, 100 Thieves is set to continue shaping the future of eSports and gaming culture for years to come.