XSET

XSET (full name XSET Gaming) is an American professional gaming and lifestyle media brand headquartered in Boston, Massachusetts, with an additional office in Los Angeles. Launched on July 16, 2020 by a group of former FaZe Clan executives — Greg Selkoe, Marco Mereu, Clinton Sparks and Wil Eddins — the organization was built around a stated goal of creating a more inclusive and diverse gaming organization reflecting the racial and gender diversity of the gaming audience.

The company operates professional esports teams across titles including Fortnite, Rocket League, Call of Duty: Warzone, Call of Duty: Mobile, PUBG Mobile, Madden NFL, Apex Legends, Tom Clancy's Rainbow Six Siege, Halo Infinite and iRacing; one 2024 account describes eight esports teams spanning Valorant, Rocket League, Fortnite, Warzone and Apex Legends. Alongside competition, XSET maintains a roster of content creators and brand ambassadors — referred to as "set members" — including Cody "Clix" Conrod, MrSavage, Tee Grizzley, Lil Wayne, Nigel Sylvester and Fraanticc, and in 2023 signed the humanoid robot Sophia. Its direct-to-consumer store sells roughly 93 products, mostly apparel such as player jerseys (about $70), hoodies ($55–$60), tees ($30–$40), shorts ($40) and accessories including snapbacks, pins, mousepads and a wall clock.

XSET also runs brand activations and partnerships outside competitive play, including gaming cabanas and a residency at Drai's Beachclub and Nightclub in Las Vegas, an activation at Ozuna Fest in Cancun, participation in the Breakaway Music Festival, and an "XSET Day" takeover of Fenway Park. Listed partners include Scuf Gaming, GHOST, Respawn Products, HyperX, Interscope and Mavix, and collaborations have spanned Roots Canada, Lids, Quality Control Music, Roland, the Boston Red Sox, Fanshark and Wahlburgers. In 2022 it launched a Black Xcellence program.

Founding story

XSET was founded in 2020 by Greg Selkoe together with Marco Mereu, Clinton Sparks and Wil Eddins, all former FaZe Clan executives; Selkoe had been president and co-head of FaZe Clan and earlier founded the streetwear e-commerce company Karmaloop. Selkoe's stated aim in launching XSET was to build a gaming organization that was more inclusive and diverse and better reflected the racial and gender makeup of the gaming population. The organization was formally launched on July 16, 2020.

Business model

XSET combines a competitive esports organization with a consumer products and media business. Revenue-generating activities described in sources include direct-to-consumer merchandise and apparel sold through its own online store, brand partnerships and sponsorships, talent and creator representation across music, art, sports, fashion and entertainment, brand activations and event residencies, and — following the Illusive Media acquisition — in-house creative studio services producing in-game maps, digital skins, immersive digital worlds and short- and long-form content.

Merchandise sales at published retail prices (jerseys $70, hoodies $55–$60, tees $30–$40, shorts $40, accessories $12–$65), plus brand partnership, sponsorship and activation deals and, after the Illusive Media deal, creative studio and content production work for marketer clients.

Traction

Reported 130M+ followers across social channels as of 2024, eight esports teams across multiple titles, a roster of high-profile creator and celebrity ambassadors, and roughly 93 products listed in its online store. Acquired Illusive Media, a studio with a team of 14 and 2B+ YouTube views, in June 2024.

Latest developments

The June 2024 acquisition of Illusive Media created XSET Studios, led by Illusive co-founder Shomi Patwary, with a first collaborative project described as a Fortnite map with a Miami Dolphins receiver; it was the company's first M&A deal since its $15M raise in 2022. The company's store currently features a 2026 jersey line covering set members including Clix, MrSavage, Veno, Muz, Higgs, Faxuty, Fraanticc, Nina, Moxie, Regs, Daya and Kanary, plus a Clix-linked Racing Collection.