XSET
- Company typePrivate
- Founded2020
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
XSET firmographics
Firmographics- Name
- XSET
- Legal name
- XSET, LLC
- Website
- https://xset.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
XSET industry classification
Industry- Product category
- Gaming Lifestyle & Esports Merchandise
- NAICS
- Sports Teams and Clubs (711211), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Apparel & Accessory Stores (5600), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Social/UGC Game Platforms with Integrated Stores (MPAFACAG)
- akta.pro secondary industries
- Creator Merchandise & Print-on-Demand Platforms (MPACAFAE), Metaverse Virtual World Platforms (social worlds, land, UGC) (FSAPAGAD)
Keywords
Where XSET is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
XSET business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain
Revenue model
- Merchandise E-commerce: Direct-to-consumer sales of branded merchandise including apparel, jerseys, accessories, and gaming peripherals through the company's e-commerce storefront. Products are print-to-order to minimize inventory risk.
- Brand Partnerships & Sponsorships: Collaborations with major brands for content creation, event activations, and marketing campaigns. Partners include McDonald's, Nike, Google, Samsung, Spotify, and AT&T for cross-promotional initiatives targeting gaming and youth audiences.
- XSET Studios Content Production: In-house content studio producing digital skins, in-game maps, and immersive gaming experiences for platforms like Fortnite, Roblox, and Grand Theft Auto. Revenue generated through brand collaborations and creator partnerships.
- Talent Management: Management and representation of esports athletes, content creators, and cultural personalities. Revenue derived from sponsorship deals, competition earnings, and content partnerships facilitated through the organization's talent roster.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Official Team Jerseys |
| Unit Pricing | Pay-as-you-go | Apparel and Accessories |
| Unit Pricing | Pay-as-you-go | Gaming Peripherals |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
XSET product offering
Product offeringCore offering
XSET is a creator-led gaming and lifestyle organization that operates a direct-to-consumer e-commerce business selling print-to-order branded merchandise (team jerseys, apparel, gaming peripherals) through its Shopify storefront. Beyond merchandise, the company manages a roster of esports athletes and cultural personalities, delivers in-game content and digital experiences through XSET Studios (Fortnite, Roblox, Grand Theft Auto), and executes brand partnerships and experiential activations for major advertisers targeting Gen Z and Gen Alpha audiences.
Product overview
XSET is a gaming and lifestyle brand that operates as a multi-faceted entertainment organization. The company offers a unified platform combining esports talent management, original content production through XSET Studios, and a direct-to-consumer merchandise business. XSET Studios (established via the acquisition of Illusive Media in 2024) produces immersive digital content including in-game maps and digital skins for gaming platforms. The merchandise portfolio includes officially licensed esports athlete jerseys, collaborative apparel collections (Racing with Clix, Dr3amin horror collection), core streetwear (hoodies, tees, shorts), and gaming peripherals. The company also operates a content platform featuring creator-driven video content and manages a diverse roster of gaming and entertainment personalities across multiple disciplines.
Differentiator
Problem solved
Functional benefit
Brands
- XSET Studios: In-house content production studio producing immersive gaming content including in-game maps, digital skins, and collaborative projects in Fortnite, Roblox, and Grand Theft Auto.
Products and services
- XSET Official Team Jerseys Premium soccer kit-inspired officially licensed team jerseys for XSET esports athletes including Fortnite players such as Clix, MrSavage, Higgs, Faxuty, Fraanticc, Nina, Moxie, Regs, Daya, Kanary, Veno, and Muz. Sold to gaming fans at $70 per jersey across youth and adult sizes.
- XSET VS Everybody Hoodie Premium heavyweight hoodie designed for competitive Fortnite Championship Series (FNCS) players and gaming fans, intended for finals watch parties and everyday wear.
- XSET VS Everybody Tee Competitive gaming apparel tee made from 100% combed ring-spun cotton with an oversized relaxed fit, intended for ranked gaming sessions and everyday wear.
- XSET Zero Gravity Hoodie Oversized lifestyle hoodie crafted from 80% cotton and 20% recycled polyester fleece with dropped shoulders and kangaroo pocket, priced at $60.00.
- XSET O.T.P Shorts Athletic shorts made from 91% recycled polyester and 9% spandex featuring four-way stretch moisture-wicking microfiber and UPF50+ protection, priced at $40.00.
- XSET Gaming Mousepad Gaming mousepad with smooth consistent surface for competitive play, available in 36x18 inch ($30.00) and 18x16 inch ($25.00) sizes with polyester surface and rubber non-slip base.
- XSET Core Apparel Collection Core streetwear collection including hoodies, sweatshirts, t-shirts, sweatpants, and accessories in various colorways, featuring sustainable materials such as recycled polyester for everyday wear.
- XSET Racing Collection Collaborative apparel collection with pro gamer Clix inspired by high-octane night races, featuring bold graphics, reflective details, and sleek racing-inspired designs brought to gaming apparel.
- XSET x Dr3amin Collection Apparel collaboration with gamer Clix and his brand Dr3amin, inspired by 1980s horror films reimagined through a modern lens, released for Halloween with an in-person activation at the NTWRK location in Los Angeles.
- XSET Watch Content Platform Owned video content platform showcasing XSET's gaming videos, creator content, and experiential content featuring sections for Fax Eats, Among Us gameplay, Icons series, and various creator-driven video programming.
- XSET Studios (formerly Illusive Media) In-house content studio producing immersive digital content including in-game maps, digital skins, and digital worlds for gaming communities across Fortnite, Roblox, and Grand Theft Auto, targeting Gen Z and Gen Alpha audiences.
- XSET Talent Management Management and representation services for esports athletes, content creators, and cultural personalities including Fortnite players (Clix, MrSavage, Higgs), musicians (Lil Wayne, Tee Grizzley), and athletes (Nigel Sylvester). Revenue derived from sponsorship deals, competition earnings, and content partnerships.
Companies that use XSET
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
XSET technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
XSET partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- AT&TflagshipAT&T partnership for NBA All-Star 2026 in Los Angeles. XSET creators collaborate on live 2v2 basketball and NBA 2K contest at AT&T Dunk District at Venice Beach. AT&T is presenting partner of HBCU Classic and collaborating with XSET for creator-driven content.
- Illusive MediacoreXSET acquired Illusive Media to establish XSET Studios, creating in-house capability for digital content production including in-game maps, digital skins, and immersive worlds for gaming platforms. Studios debut involved Fortnite collaboration with Tyreek Hill.
- Queens Gaming CollectivecoreXSET acquired Queens Gaming Collective to promote diversity and inclusivity for women in gaming. Expansion includes talent management, brand partnerships, and increased representation within XSET's roster.
- Astoic ManagementcoreAcqui-hire of talent agency Astoic Management brought co-founders into executive roles at XSET. New leadership focused on innovation, experiences, and strategic decisions, with both becoming part-owners of XSET.
- GlytchminorPartnership with Glytch for esports-related series content production. Part of XSET's broader content initiative expansion prior to establishing XSET Studios.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
XSET competitors and assessment
Company assessmentOthers
- Walmart (GameStop, Best Buy as distribution analogs): While not a direct competitor, large retailers and consumer brands like Walmart and Best Buy represent the mass-market destinations where gaming merchandise ultimately flows, providing context for the addressable retail scale XSET aspires to through NTWRK-style physical activations and e-commerce. Included for ecosystem context rather than direct competition.
Direct peers
- 100 Thieves: 100 Thieves is a lifestyle brand and esports organization founded by Nadeshot, combining competitive esports teams (Valorant, League of Legends), creator management, content production, and a direct-to-consumer apparel line. Most direct comparable to XSET in operating model, creator ownership culture, and integrated merch business.
- Team Liquid: Team Liquid is a globally established esports organization with competitive teams across dozens of titles, content production, and a substantial apparel business. Comparable to XSET in esports + content + merch integration model, though operating at significantly larger global scale.
- NRG Esports: NRG is a prominent North American esports organization with top-tier teams in Valorant, League of Legends, and Apex Legends, plus a creator network including high-profile streamers. Comparable to XSET in North American competitive footprint, creator-led approach, and youth audience targeting.
- FaZe Clan (FaZe Holdings): FaZe Holdings is a publicly traded creator-driven gaming and esports lifestyle brand with esports teams, a large creator network spanning gaming and lifestyle, branded merchandise, and content production. Direct peer to XSET in esports + creator + merch model with significantly larger scale and capital base.
- Sentinels: Sentinels is a North American esports organization with competitive teams in Valorant (where XSET also competes), Overwatch, and Apex Legends, plus a roster of content creators. Comparable to XSET in North American esports footprint, creator roster approach, and youth-focused brand positioning.
- Cloud9: Cloud9 is a major North American esports organization with teams across multiple titles, content creator signings, and branded merchandise. Comparable to XSET in esports team operations, creator partnerships, and D2C merch, though with substantially more capital and longer operating history.
Emerging players
- OfflineTV (OTV): OfflineTV is a creator-led gaming and lifestyle collective with a roster of prominent streamers, content production, and merchandise. Comparable to XSET's creator roster model and lifestyle branding approach, though more streaming-focused and less esports-team anchored.
- One True King (OTK): OTK is a creator-owned media company and esports organization founded by prominent streamers like Asmongold and Rich Campbell, with content production and merchandise. Comparable to XSET's creator-led model and gaming lifestyle positioning, with particular overlap in creator ownership philosophy.
- Knights (formerly Knights Arena): Knights is a US-based esports organization and content creator collective competing in titles like Valorant with a roster of streamers and competitive players. Comparable to XSET in North American esports presence and creator roster approach, though smaller scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
XSET social profiles
Digital presenceXSET financial estimates
Financial estimateRevenue estimate
Valuation estimate
XSET leadership team
Management profileNumber of profiles
Profiles5 records
XSET subsidiaries and ownership
Company hierarchySubsidiaries3 records
XSET funding detail
Funding detailFunding overview
Funding rounds3 records
Investors18 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
XSET M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about XSET
What does XSET do?
XSET is a creator-led gaming and lifestyle organization that operates a direct-to-consumer e-commerce business selling print-to-order branded merchandise (team jerseys, apparel, gaming peripherals) through its Shopify storefront. Beyond merchandise, the company manages a roster of esports athletes and cultural personalities, delivers in-game content and digital experiences through XSET Studios (Fortnite, Roblox, Grand Theft Auto), and executes brand partnerships and experiential activations for major advertisers targeting Gen Z and Gen Alpha audiences.
Is XSET a public or private company?
XSET is a private company. It is classified as venture growth investor backed and is currently operating.
When was XSET founded?
XSET was founded in 2020. It employs 11 to 50 people.
Where is XSET based?
XSET is headquartered in Boston, United States, in the North America region.
How does XSET make money?
Four revenue lines are on record. Merchandise E-commerce is the primary driver. The others are brand Partnerships & Sponsorships, XSET Studios Content Production and talent Management.
Who are XSET's main competitors?
Walmart (GameStop, Best Buy as distribution analogs) is listed as an others. Direct peers are 100 Thieves, Team Liquid, NRG Esports, FaZe Clan (FaZe Holdings), Sentinels and Cloud9. Emerging players are OfflineTV (OTV), One True King (OTK) and Knights (formerly Knights Arena).
Does XSET have an API?
No public API is recorded for XSET.
What industry is XSET in?
XSET's product category is Gaming Lifestyle & Esports Merchandise. Its primary akta.pro industry code is MPAFACAG, Social/UGC Game Platforms with Integrated Stores, with a secondary code of MPACAFAE, Creator Merchandise & Print-on-Demand Platforms. Its NAICS code is 711211 and its SIC code is 5600.