For PGA Tour 2K23, American publisher 2K has teamed up with Los Angeles-based gaming and esports organisation 100 Thieves.
The group will partner with Dude Perfect, a sports and pop culture influencer on YouTube, and Barstool Sports, a sports and pop culture platform, to create a line of merchandise and add famous people as playable characters in the game.
As a consequence of the agreement, 100 Thieves and Dude Perfect clothing and accessories will soon be available to players within the game. Matthew “Nadeshot” Haag, CEO and creator of 100 Thieves, will make his first appearance in the game as a playable character this next fall.
After last year’s ‘Thieves Landing’ course design campaign with 2K’s PGA Tour franchise, this is 100 Thieves’ second activation with the series. The statement states that Haag is a casual player of PGA Tour and that he may be seen in the 2022 game’s advertisement next to real-life golfing superstar Tiger Woods.
The PGA Tour’s decision to work with 100 Thieves makes logical, given that the organization hopes to use on the large social followings of both the Dude Perfect and 100 Thieves to raise awareness of golf. The combination of these two names already has a large fan base among the young people 2K hopes to attract to the game.
The esports team known as 100 Thieves has a long history of success in a wide variety of games and has earned a stellar reputation. Earlier this year, the company became a partner team in the North American Valorant Champions Tour.
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The organisation has demonstrated its capacity to captivate youthful followers through less formal ventures, such as its NFT alliance, in addition to its competitive gaming partnerships.
The company has a history of collaborating with media outside of the esports industry. 100 Thieves is shifting its focus from multimedia content creation to video game development with the help of former Telltale Games CEO Pete Hawley. As part of this transition, the company recently hosted rapper Lil Nas X at its Los Angeles headquarters for a music video promoting its run at the League of Legends World Championship in 2021.