Entertainment

Gaming and apparel brand 100 Thieves is getting into hardware with its first acquisition

100 Thieves, a gaming group identified for its esports teams, apparel, and big-name streamers, is asserting its first acquisition: the gaming peripheral firm Higround.

If you happen to aren’t acquainted, Higround makes what could be greatest described as designer gaming peripherals. (To get an concept of what which means, try Higround’s Instagram, which is crammed with photos of colourful keyboards.) It releases its merchandise in restricted drops and says that each one of them has offered out. The corporate’s work even features a collaboration with Apple’s Beats, although it had a restricted distribution and wasn’t on the market.

100 Thieves is a gaming brand that’s equally well-known for its designer gear (in its case, apparel) that’s launched in drops, so that you would possibly be capable to see why it and Higround are one thing of a match.

“For a very long time, your setup was simply this generic canvas that everyone had,” 100 Thieves founder and CEO Matthew “Nadeshot” Haag stated in an interview with The Verge. He talked about how the variations might need simply come right down to what number of hertz your monitor was able to or if another person had a lighter mouse than you. With Higrounds, although, 100 Thieves sees a chance to assist individuals make a desk setup that’s extra consultant of who they’re.

Higround co-founder Rustin Sotoodeh mentioned an analogous imaginative and prescient. “Everybody ought to have entry to an unimaginable keyboard or lovely design,” Sotoodeh stated, and he hopes he could make {that a} actuality because of the acquisition. (That would come with providing merchandise which can be all the time out there, as a substitute of simply in drops.)

Haag additionally sees an opportunity to shake up the keyboard market. “From my perspective, until you’re a keyboard fanatic, for those who’re an informal gamer and you go to the shop, there’s solely like two merchandise which can be supplied: a black keyboard and a white keyboard,” Haag stated. “And there’s lots of manufacturers that I’ve a ton of respect for, however I nonetheless assume that there’s room out there for there to be a marquee brand that everyone gravitates in the direction of due to the tales that they inform and the picture that they painting.” Higround lately introduced on Baron Lee, a former HyperX government, to move up product improvement, signaling that it’s staffing as much as tackle a number of the large names in gaming peripherals.

Neither Haag nor Sotoodeh commented on the phrases of the deal, however Haag did focus on how Higround will function as an impartial firm. “What we need to assist Higround do is simply speed up their progress,” Haag stated. “We don’t need to take over their identification, we don’t need to go too far deep into 100 Thieves injecting its DNA into Higround.” A press launch is extra express, spelling out that 100 Thieves will “function an accelerator.”

As a part of the acquisition, the 2 corporations will crew up on a “particular product capsule,” which features a hoodie and the customized keyboard (which you’ll see on the prime of this publish). You’ll be capable to purchase the capsule on October fifteenth at 3PM ET on Higround’s website.

It doesn’t sound like 100 Thieves is leaping into the deep finish with hardware simply but, although. “Higround, from a hardware and peripherals standpoint, is our wager, and we’re going to assist them as they proceed to develop over the subsequent couple of years,” Haag stated.

Haag additionally didn’t commit to creating extra acquisitions anytime quickly. “R​​ight now, Higround is the primary focus, and we’re excited to speculate all of our assets and all of our time into serving to them succeed,” he stated. “After which we’ll see what comes down the street sooner or later.”

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