Creator-owned teams were once seen as a potential pathway for esports to escape its reliance on sponsorship revenue. But as the business model matures, it’s become clear that creator ownership is just a particularly effective way to get brands’ attention — not a panacea for the industry’s ills.
Although prominent esports teams such as 100 Thieves have been partially owned and led by creators in the past, the last few years have seen the rise of a new type of creator-owned esports organization. (Digiday)