LA-based gaming organisation and lifestyle brand 100 Thieves has unveiled a new programme designed to raise the profile of female content creators. Called Spotlight Series, the initiative will “empower women creators using the 100 Thieves platform”.
Launched via its website and on Twitter, 100 Thieves said the Spotlight Series will “amplify the content and voices of emerging women creators. Over the next year, we will shine a light on their work and integrate them into our world.”
Female content creators are invited to apply for the scheme via the 100 Thieves website. The company says participants can expect: “a spotlight feature showcasing their content, fresh headshots, VIP seeding for apparel drops, a paid trip to the 100 Thieves compound in LA and networking and content opportunities with 100 Thieves.”
100 Thieves’ move to embrace female creators comes at a time when the esports and gaming sector in general is under the spotlight for its toxic attitude towards female gamers. Recent research by Reach3 Insights involving 900 females gamers found that most had experienced gender-based discrimination ranging from sexist slurs to rape threats. As a result, 59% of women switch of voice chat while 55% disguise their identities. Cosmetics brand Maybelline recently released a powerful three-minute film on YouTube which highlighted the nature of the sector’s problem.
Arguably 100 Thieves is well-placed to tackle the issue given that one of its co-owners is leading gamer/influencer Rachell Hofstetter, better known as Valkyrae.She is already signed up as one of the first initiates into the Spotlight Series.
Founded in 2017, 100 Thieves is a leading name in the gaming/esports sector. It is reckoned to have a valuation of around $460m. Owners and backers of the business include musician Drake and LMVH, which took part in a 2019 funding round.
