Discussing 100 Thieves and The Esports Bubble

We sat down with Alex Lee of Digiday, who recently wrote a deep dive on the business practices and culture of esports organization 100 Thieves.

Esports has exploded in popularity in recent years, attracting millions of fans and generating billions of dollars in revenue. But what goes on behind the scenes of this rapidly growing industry?

In this interview, we sit down with Alexander Lee, a prominent esports journalist at Digiday. From his experiences covering major esports culture and organizations, Alexander shares his unique perspective on the ever-evolving esports business landscape.

“At the end of 2023, there will be fewer active esports organizations than there are now."

100 Thieves is a prominent esports and entertainment organization that has quickly risen to become one of the most successful and well-known teams in the industry. Founded in 2017 by former professional gamer and YouTube personality Matthew "Nadeshot" Haag, 100 Thieves has quickly expanded to include competitive teams in several popular esports titles, including League of Legends, Valorant, and Call of Duty.

Recently they laid off approx. 15% of their workforce across their content and partnership departments.

While 100 Thieves growth (and the industry as a whole) has been impressive, there have concerns about the lack of profitability for many esports teams and the potential for oversaturation in the market. In addition, some have argued that the current esports revenue model, which relies heavily on sponsorships and advertising, may not be sustainable in the long term.

Join us as we dive into the world of esports journalism and learn more about the challenges, rewards, and excitement that come with covering one of the most dynamic and exciting industries in the world.

Follow Alex on Twitter @alexleewastaken