North American esports organization 100 Thieves announced a strategic partnership with decentralized cloud infrastructure provider company Theta Network this week.
Financial terms of the deal were not disclosed.
Under the terms of this partnership, Theta Network will create and deploy “a sophisticated AI agent” on 100 Thieves’ e-commerce platforms, community channels, and social media.
Like other deployments by Theta Network, the 100 Thieves AI agent will provide a number of benefits to fans visiting its platforms; later this year, fans will be able to interact directly with the AI agent as a personalized guide, providing live tournament results, player performance highlights, and standings across competitive titles such as Valorant, and Call of Duty. The agent will also be used to highlight 100 Thieves creators, handle merchandise drops and giveaways, and deliver general facts about the organization, among other things.
“At 100 Thieves, we’re always exploring new ways to merge innovation and creativity to make the fan experience even better,” said Julie Van, chief operating officer of 100 Thieves. “Fans will be able to jump onto our site, ask the AI agent where to find an exclusive piece of apparel, and at the same time pull up the latest schedule from one of our teams, all in one interaction. By partnering with Theta Network, we’re building a smarter, more connected experience that brings every part of 100 Thieves to life in real time.”
100 Thieves joins a number of other esports organizations that have deployed AI agents powered by Theta Network’s technology including Dignitas, Gen.G Esports, Cloud9, FlyQuest, NRG, and Evil Geniuses. The company also works with content creators such as YoBoyRoy; NHL teams such as the Las Vegas Knights and New Jersey Devils; and four of the top universities in South Korea. The company is backed by Samsung, Sony, Bertelsmann Digital Media Investments, and Creative Artists Agency, among others.
100 Thieves currently competes in Valorant Champions Tour: Americas (VCT: Americas) and Call of Duty League (under the LA Thieves team brand). The company announced in July that it would exit the League of Legends Championship of the Americas League (LTA) when the 2025 season is concluded.