FaZe Clan Launches Live Reality Competition Show on Twitch

Esports brand FaZe Clan is ramping up production of original content with a new reality competition series to provide more premium reach for brand marketing partners. And the esports giant is coming into this new phase with a new partner: lifestyle nutrition brand Ghost. The news comes after FaZe Clan ended its partnership with energy drink brand G Fuel on Wednesday. The 10-year collaboration was one of the longest-lasting in esports history, spanning three generations of consoles. The new multiyear alliance marks the second largest deal in FaZe Clan’s 12-year existence. Ghost CEO Dan Lourenco expressed unconstrained optimism, considering it "a forever partnership." "We're going to create a lot of content together," he told Adweek. "I don't think there's any bounds really where we can take this. There's an online element. There's an offline element. There's obviously product and collaboration opportunities there as well. We're excited to really work with a whole host of the FaZe team members, not just the gamers but also some of their new sports talent." Ghost will be featured as an official sponsor of FaZe1: The Warehouse, which FaZe Clan is calling the first-ever live reality competition series. Think Big Brother meets American Idol for gamers. Out of thousands of creator submissions, FaZe Clan chose 20 finalists. The winner of the competition will be given a $250,000 brand deal from Ghost, an opportunity to become an official member of FaZe Clan with a signing bonus of $1 million in cryptocurrency from MoonPay, and a Nissan GT-R. The show will stream 24 hours a day for 15 consecutive days starting today on FaZe's Twitch account. "There's a legacy playbook here that's existed for well over a decade now for us with anything that we ever do," Adam Bauer, FaZe Clan's svp of brand partnerships, told Adweek. "Innovation is a big part of it, especially with how we approach the content. Never in gaming ever has something like this happened." Bauer added that other brand partnerships will be weaved into the storylines and challenges featured on the show. The brands also are working together on a giveaway. U.S. fans who download the Ghost app can obtain a choice of either Ghost's Energy or Gamer products for free, while supplies last. FaZing in original content FaZe1: The Warehouse is an all-in attempt to break out from traditional esports content confines. In addition to The Warehouse, the company revealed that it was creating a Saturday Night Live-styled series titled unFaZed, launching on Twitch in June. Both series will be filmed at FaZe Clan’s brand new state-of-the-art content studio in the heart of Hollywood. Original content creation is a must in the esports space. Bauer called the new studio an evolution from where the brand started out several years ago, with a creator house for its gamers and personalities. It will be part office space, part headquarters, a live studio and an event space. Founded in 2016, Ghost's products span sports nutrition, energy drinks, dietary supplements, merchandise and apparel. The brand had its first partnership of this kind in 2020 with XSET, an esports organization founded by three former FaZe Clan executives. Since its inception in 2016, Ghost has regularly produced its own esports and gaming content independently. "It's funny because usually with new partnerships for us, we spend a lot of time walking brands into the gaming space," said Bauer. "The beauty of Ghost is we don't have to do that. These guys are pure content creators, they are gamers. We just get to hit the ground running and start creating best-in-class content." Lourenco streams a couple of times a month on Twitch and sees it as a chance for Ghost to learn from FaZe Clan's audience while building a strong relationship with them. "The feedback loop is instantaneous on stream," he said. "That's what makes it so special. You can't fake it. People are watching you play. They're interacting with you in the chat. You can get product feedback, they can ask questions. It's really an open forum. And I think what makes the world today and our involvement on Twitch so unique and so special is that we want to give fans that access."

Esports

FaZe Clan Launches Live Reality Competition Show on Twitch With New Brand Partner

The esports titan is expanding beyond the usual online gaming tactics

Rafael Canton

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Rafael Canton