gaming-culture
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100 Thieves Turned Fandom Into Fashion. Then Came the Bill.
A former Call of Duty pro built a company where championships, creators and clothes sell the same sense of belonging. Its expansion and retreat reveal how expensive that belonging can become.
The Keyboard Company That Sells Out in Ten Minutes
Gamers were covered in dripping fashion and typing on basic black plastic. Two collectors decided that gap was worth a brand - and turned mechanical keyboards into a drop culture.
Evil Geniuses
Evil Geniuses is one of the oldest and most storied esports organizations in North America. Founded in 1999 as a Quake clan, EG built a legacy across Dota 2, StarCraft, Counter-Strike, Call of Duty, and Valorant, most famously winning Dota 2's The International 2015 for a then-record payout and Valorant Champions 2023. Now headquartered in Seattle and owned by Chicago investment firm PEAK6, the company runs competitive teams, a content-creator roster, youth and community programs, and a direct-to-consumer merchandise line.