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100 Thieves is laying off 20 percent of its staff as it focuses on ‘core’ of esports and apparel

TechCrunch Disrupt San Francisco 2019 - Day 2
Photo by Steve Jennings/Getty Images for TechCrunch

Another big esports brand is making some major changes. 100 Thieves, which already announced layoffs in January, is laying off more staff and spinning out its internal game development studio and its Juvee energy drink, 100 Thieves president and COO John Robinson said in a Thursday thread on X (formerly Twitter). The cuts impact roughly 20 percent of the company’s employees and primarily affect Juvee and the game development studio, Robinson tells The Verge. (Robinson wouldn’t confirm a specific number of employees affected.)

100 Thieves was founded in 2017 by Call of Duty star Matt “Nadeshot” Haag and quickly became known for blending gaming and apparel to become something like the Supreme of esports. (Drake and Scooter Braun are…

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