North American esports organisation Complexity has partnered with GLYTCH Energy to launch a new energy drink powder.
The new drink, called Complexity Clutch, will be sold through Walmart online, the GLYTCH online store and other retailers in the United States.
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The energy drink is a sour citrus punch-flavoured beverage that comes in powder form, similar to other drinks that GLYTCH produces. Not to be confused with esports venue company of the same name, GLYTCH was founded in 2020 and competes with the likes of Advanced and other gamer-focused energy drink and powder brands in the US. Alongside energy drinks, GLYTCH produces supplements and a sizeable range of apparel and merchandise, ranging from shirts and jerseys to sneakers and scented candles.
The Complexity Clutch energy drink will also be promoted through Complexity’s digital channels, including on streams from the company’s content creators and during in-person events. Complexity esports players in CS2, Apex Legends, Rocket League, Halo Infinite and Madden 25 teams will also have the drink’s branding featured on their jerseys.
Collaborations to launch energy drinks are an interesting move to diversify income for esports brands and leverage the large number of fans notable esports brands usually have. Another North American brand, Sentinels, recently created a similar energy drink with ADVANCED, called Hopium, which also comes as a powder and is distributed through the partners’ stores. FaZe Clan produced an energy drink in collaboration with GHOST.
On the other end of the market, 100 Thieves created their own energy drink brand, Juvee, rather than partnering with an outside company. Juvee was later sold to US-based brewery Sprecher Brewing less than two years after its launch.
