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Complexity Launches New Energy Drink "Complexity Clutch" in Partnership with GLYTCH Energy

Posted : 10 September 2024

North American esports organization Complexity has teamed up with GLYTCH Energy to introduce a new energy drink powder called Complexity Clutch. This sour citrus punch-flavored drink will be available through Walmart's online platform, the GLYTCH online store, and various other retailers across the United States.

 

GLYTCH Energy, founded in 2020, is recognized for its gamer-focused products, including energy drinks, supplements, and a range of merchandise. Complexity Clutch will be marketed through Complexity's digital channels, featuring on streams by the company's content creators and during live events. Additionally, Complexity's esports teams in games like CS2, Apex Legends, Rocket League, Halo Infinite, and Madden 25 will display the drink's branding on their jerseys.

 

The collaboration highlights a growing trend where esports brands are diversifying their revenue streams by launching energy drinks. This move taps into the large fan bases of notable esports organizations. Similar initiatives include Sentinels' Hopium, created with ADVANCED, and FaZe Clan's collaboration with GHOST for their energy drink.

 

In contrast, 100 Thieves took a different approach by developing their own energy drink brand, Juvee, which was sold to Sprecher Brewing in less than two years after its launch. This trend illustrates the various strategies esports brands are employing to capitalize on the booming market for energy drinks and related products.

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