Los Angeles Thieves sign up for Call of Duty League action

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100 Thieves

One of the most forward-thinking organizations in the world of esports has just made a major move. Los Angeles gaming and lifestyle giant 100 Thieves has snapped up a Call of Duty League spot formerly occupied by OpTic Gaming. Starting with the 2021 Call of Duty: Black Ops Cold War season, the organization will field a team called the Los Angeles Thieves.

In many ways this represents a return to where it all started for 100 Thieves founder Matthew “Nadeshot” Haag.

Call of Duty for 100 Thieves

The esports legend got his start in the Call of Duty trenches, leveraged that notoriety into YouTube stardom, and then co-founded 100 Thieves.

The decision to roll the dice on a Call of Duty League franchise makes sense as a branding exercise.

When it first going from the blueprint phase to an actual entity, the CODL has strict rules about whether teams could be branded by their parent associations. 100 Thieves then watched as Optic Gaming and Atlanta Faze were allowed to launch.

CoD franchise costs were an issue

Many expected 100 Thieves to sign on for the Call of Duty League’s inaugural 2020 season, which was supposed to be played in front of live audiences. In a video posted earlier this year, Haag suggested that high franchise costs would have served to jeopardize the financial future of the organization.

Because teams like the FaZe Clan-associated Atlanta FaZe allowed to bend the rules, the door was open for 100 Thieves to call its team Los Angeles Thieves.

With COVID-19 still likely to be a concern next year, the Los Angeles Thieves will operate out of the 100 Thieves Cash App compound in L.A.

The team will be the 13th franchise in the COD League, joined the Los Angeles Guerrillas as the second located in the City of Angels.

100 Thieves already has teams in League of Legends, Valorant, Fortnite, Counter-Strike: Global Offensive. The company made a huge splash in the lifestyle market when it opened its much-celebrated Cash App Compound as part of its Los Angeles headquarters.

Mike Usinger once took the better part of two years to finish Grand Theft Auto. Over the course of his career he has written about everything from eSports to music to movies to travel.

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