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XSET
Full nameXSET Gaming
Games
FoundedJuly 16, 2020; 4 years ago (2020-07-16)
Location

Boston, Massachusetts, U.S.

CEOGreg Selkoe
Partners
  • Scuf Gaming
  • GHOST
  • Respawn Products
  • HyperX
  • Interscope
  • Mavix
WebsiteOfficial website

XSET is an American professional gaming and lifestyle media brand based in Boston, Massachusetts. It was founded in 2020 by Greg Selkoe, Marco Mereu,[1] Clinton Sparks, and Wil Eddins.[2]

History

XSET was launched on July 16, 2020,[3] by a group of former executives from FaZe Clan.[4] Selkoe, who previously founded Karmaloop,[5] wanted to create a more inclusive and diverse gaming organization that reflected the racial and gender diversity in the gaming world.[6]

XSET has professional teams competing in various esports titles such as Fortnite, Rocket League, Call of Duty: Warzone, Call of Duty: Mobile, PUBG Mobile, Madden NFL, Apex Legends, Tom Clancy's Rainbow Six Siege, Halo Infinite, and iRacing.

In October 2020, Ozuna and Swae Lee joined XSET as investors.[7] In February 2021, hip-hop record label Quality Control invested in XSET during a $10 million funding round.[8]

On October 10, 2023, Cody "Clix" Conrod joined XSET as a co-owner and ambassador in a multi-year partnership deal.[9] Clix released a limited-edition merchandise collection with XSET and in-game activations and content while supporting up-and-coming Fortnite players.[10]

Brand and culture

In addition to its competitive esports teams, XSET has a roster of content creators and brand ambassadors. Notable names include Swae Lee,[11] Ozuna,[12] Lil Wayne,[13] Tee Grizzley,[14] Brycent,[15] Ezekiel Elliott,[16] Kris London, and CashNasty.[17]

In 2022, XSET unveiled the first-ever gaming cabanas in partnership with Drai's Beachclub in Las Vegas.[18]

Acquisitions and expansions

In April 2023, XSET acquired Queens Gaming Collective.[19]

In July 2023, XSET signed Kris London and CashNasty to create exclusive collaborations, content, and merchandise drops.[20] That same year, XSET signed the robot Sophia, the first humanoid signed by a gaming organization.[21]

Merchandise and collaborations

Notable collaborations include:

  • Apparel drops with Ganga, featuring his signature "nomad" and Salvador Dalí-inspired designs.[22]
  • Merchandise capsules with Kris London and CashNasty.[23]
  • A partnership and limited-edition merchandise collection with Cody 'Clix' Conrod.[9]
  • SCUF Gaming,[24] HyperX, GHOST Lifestyle[25]
  • Fashion and apparel: Roots Canada, Lids
  • Quality Control Music, Roland (for the Drop The Bass apparel collection celebrating the TR-808 drum machine[26])
  • Boston Red Sox, Drai's Las Vegas
  • Fanshark, Wahlburgers

Content and activations

XSET has a presence in various cultural spaces, including:

  • A gaming residency at Drai's Beachclub and Nightclub.[27]
  • An activation at Ozuna Fest in Cancun in December 2021.[28]
  • Participation in the Breakaway Music Festival 2023.[29]
  • A takeover of Boston's Fenway Park for an "XSET Day."[30]

In 2022, XSET also launched the Black Xcellence program.[31]

Offices

The company has offices in Boston and Los Angeles.[32]

References

  1. ^ "XSET Co-Founder Marco Mereu launches new esports organisation M80". Retrieved 15 August 2024.
  2. ^ https://www.efweek.com/team/wil-eddins
  3. ^ "XSET is Born". www.prnewswire.com. Retrieved 28 June 2024.
  4. ^ Lorenz, Taylor; Browning, Kellen (16 July 2020). "FaZe Clan President Departs: 'It's Time for Gaming to Clean Up Its Act'". The New York Times. ISSN 0362-4331. Retrieved 28 June 2024.
  5. ^ https://www.karmaloop.com/
  6. ^ "XSET thriving two years after being founded on diversity and inclusion". Nerd Street. 28 July 2022. Retrieved 15 August 2024.
  7. ^ "Swae Lee Is the First Artist to Invest in XSET, an Esports Company Rebuilding Gaming Culture". Rolling Stone. 28 October 2020. Retrieved 28 June 2024.
  8. ^ Liao, Shannon (25 February 2021). "Quality Control invests in XSET, more closely linking music and gaming". Washington Post. ISSN 0190-8286. Retrieved 28 June 2024.
  9. ^ a b "XSET announces Fortnite content creator Clix as ambassador and part-owner". Retrieved 15 August 2024.
  10. ^ "Gaming Lifestyle Powerhouse XSET Signs Esports Phenom and Creator Clix". KRON4. 11 October 2023. Retrieved 28 June 2024.
  11. ^ Millman, Ethan (28 October 2020). "Swae Lee Is the First Artist to Invest in XSET, an Esports Company Rebuilding Gaming Culture". Rolling Stone. Retrieved 28 June 2024.
  12. ^ Martinez, Kiko (8 April 2021). "Ozuna Joins Gaming Organization XSET & Becomes First Latino Owner of Esports Team". Remezcla. Retrieved 28 June 2024.
  13. ^ "XSET Raises $15M From Lil Wayne's Young Money, Ezekiel Elliott and Others | Built In Boston". Built In. Retrieved 28 June 2024.
  14. ^ "Detroit's Tee Grizzley Joins Gaming Lifestyle Brand XSET And Helps Former Inmates In The Process". VIBE.com. 6 April 2022. Retrieved 28 June 2024.
  15. ^ Martinez, Jose. "Brycent Joins Lil Wayne & Ozuna-Backed Gaming Lifestyle Organization XSET". Complex. Retrieved 28 June 2024.
  16. ^ Goldberg, Rob. "Cowboys' Ezekiel Elliott Joins eSports Team XSET as Creator, Investor". Bleacher Report. Retrieved 28 June 2024.
  17. ^ Richman, Olivia (26 July 2023). "YouTubers Kris London and CashNasty Join XSET with Exclusive Content and Merch". Esports Illustrated. Retrieved 28 June 2024.
  18. ^ "XSET renews partnership with hip hop club Drai's". Retrieved 15 August 2024.
  19. ^ Fragen, Jordan (7 April 2023). "XSET acquires women's gaming org Queens Gaming Collective". VentureBeat. Retrieved 28 June 2024.
  20. ^ "XSET launches apparel range with content creator Kris London". Retrieved 15 August 2024.
  21. ^ "Sophia the robot becomes first humanoid to be signed by a gaming org". Freethink. 4 January 2023. Retrieved 28 June 2024.
  22. ^ Cowen, Trace William. "Ganga Launches Nomad LA Collection in Collaboration With XSET and NTWRK". Complex. Retrieved 28 June 2024.
  23. ^ "XSET Welcomes Kris London and CashNasty as New Talent and Partners, Bringing Co-Created Merchandise and Fresh Content to Fans". www.prnewswire.com. Retrieved 28 June 2024.
  24. ^ "XSET Signs Partnership With SCUF Gaming – ARCHIVE - The Esports Observer". 9 September 2020. Retrieved 15 August 2024.
  25. ^ "XSET gets a boost with GHOST partnership". Retrieved 15 August 2024.
  26. ^ Aswad, Jem (3 September 2021). "Music Industry Moves: Gaming Brand XSET Partners With Roland, Drai's Las Vegas". Variety. Retrieved 15 August 2024.
  27. ^ Cirisano, Tatiana (30 August 2021). "Esports Brand XSET Partners With Drai's Nightclub for Concerts, Gaming Cabanas". Billboard. Retrieved 15 August 2024.
  28. ^ Flores, Griselda (9 April 2021). "Ozuna Joins Gaming Company XSET in 'Match Made in Heaven'". Billboard. Retrieved 15 August 2024.
  29. ^ "XSET to partner with Breakaway Music Festival; Bridging the gaming and music industry". esports.gg. 23 July 2024. Retrieved 15 August 2024.
  30. ^ Narayan, Niji (22 June 2023). "XSET Announces Collaboration with Red Sox". Retrieved 28 June 2024.
  31. ^ "XSET LAUNCHES BLACK XCELLENCE CAMPAIGN". XSET. Retrieved 28 June 2024.
  32. ^ "Karmaloop founder Greg Selkoe is back in Boston. Meet his new venture". www.bizjournals.com. Retrieved 28 June 2024.
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