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

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100 Thieves is acquiring gaming peripheral company Higround

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100 Thieves, a gaming conglomerate known for its esports teams, costumes, and big-name streamers, is announcing its first acquisition: a gaming peripheral company. high ground.

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In case you’re not familiar, Higround makes what can best be described as designer gaming peripherals. (To get an idea of ​​what that means, see Highground’s Instagram, which is full of pictures of colorful keyboards.) It releases its products in limited drops and says that every single one of them is sold out. In the work of the company includes cooperation with apple beat, however its distribution was limited and not for sale.

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100 Thieves is a gaming brand equally known for its designer gear (in its case, apparel) that is released in drops, so you might be able to see that it and Highground look like a match. Why are in

“For a long time, your setup was just this normal canvas that everyone had,” Matthew “Nadeshot” Haag, founder and CEO of 100 Thieves, said in an interview. ledge. He talked about how the difference could be less in how many hertz your monitor was capable of or if someone else had a lighter mouse than you. However, with Highgrounds, 100 Thieves sees an opportunity to help people create a desk setup that is more representative of who they are.

Highground co-founder Rustin Sotodeh discusses a similar vision. “Everyone should have access to an incredible keyboard or beautiful design,” Sotodeh said, and he hopes to make it a reality as a result of the acquisition. (This would include offering products that are always available, rather than just drops.)

Haag also sees an opportunity to shake up the keyboard market. “From my point of view, unless you’re a keyboard enthusiast, if you’re a casual gamer and you go to the store, there are only two products offered: a black keyboard and a white keyboard,” Haag said. “And there are a lot of brands that I have a lot of respect for, but I still think there is room in the market to be a marquee brand that everyone attracts because of the stories they tell and the image they portray. Is. .” Highground recently brought on Baron Lee, a former HyperX executive, to lead product development, indicating that it is staffing up to take on some of the big names in gaming peripherals.

Highground’s sandstone keyboard.
Image: Highground

Neither Haag nor Sotodeh commented on the terms of the deal, but Haag discussed how Highground would operate as an independent company. “We want to help Highground accelerate their growth,” Haag said. “We don’t want to take their identity, we don’t want to go too deep into 100 thieves injecting their DNA into the highgrounds.” A press release is more explicit, explaining that 100 Thieves “will serve as an accelerator.”

As part of the acquisition, the two companies will work together on a “special product capsule,” which includes a hoodie and custom keyboard (which you can see at the top of this post). You’ll be able to buy the capsules on October 15th at 3PM ET Highground’s website.

It doesn’t look like 100 Thieves is jumping into the deep end with hardware right now, though. “Highground, from a hardware and peripherals standpoint, is our bet, and we’re going to help them as they continue to grow over the next few years,” Haag said.

Haag also committed to making no more acquisitions too soon. “Right now, Highground is the main focus, and we are excited to invest all of our resources and all of our time to help them succeed,” he said. “And then we’ll see what happens in the future.”

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