Ninjas in Pyjamas
Ninjas in Pyjamas is a Stockholm-based multi-title esports organization founded in 2000, operating competitive teams across CS2, League of Legends, Rainbow Six Siege, and other titles, and generating revenue through DTC merchandise sales, corporate sponsorships, and the $DOJO fan engagement token ecosystem.
- Company typePrivate
- Founded2000
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Ninjas in Pyjamas does
Ninjas in Pyjamas (NIP) is a Stockholm-founded, multi-title esports organization established in 2000 and operated today as a subsidiary of Nasdaq-listed NIP Group Inc. NIP fields competitive rosters across Counter-Strike 2, League of Legends (via LPL China), Rainbow Six Siege, Rocket League, EA FC, Apex Legends, and Fighting Games, with satellite teams including NIP Impact (women's CS2) and Young Ninjas (academy). Revenue is generated through three principal streams: direct-to-consumer merchandise sales on the nip.gl e-commerce platform (collections including Ninjutsu, Shinobi Shozoku, Lagom, Printstream, and the NIP x FILA collaboration priced in EUR), corporate sponsorship (Rainbet as primary jersey sponsor, plus BYD, Red Bull, and FILA as major partners), and digital fan engagement via The Dojo 2.0 platform with the $DOJO fan token on Socios.com/Chiliz chain, built with Xborg AI infrastructure. The organization also pursues ancillary revenue through tournament prize money, content creation featuring brand ambassadors like f0rest, and international joint ventures such as NIP.eStar for the Esports World Cup and TG.NIP for FIFA/EA FC.
NIP's brand is anchored by its iconic 87-0 LAN map win streak in Counter-Strike history, the Rainbow Six Siege World Championship won in 2021, and a 25+ year operating history that positions it among the most recognizable legacy brands in esports globally. The merchandise platform, fan-token ecosystem, and multi-title competitive portfolio reflect a strategy to diversify revenue beyond tournament prize pools and traditional sponsorship into owned digital and physical product channels. Distribution operates through a global DTC storefront with multi-currency support, DHL shipping, and integrations with major esports community platforms (FACEIT, Socios.com), while organizational leadership is anchored by CEO Hicham Chahine, COO Jonas Gundersen, and Director of Esports Erik Wendel.
The business carries material financial risk despite its growth momentum: NIP Group Inc. reported H1 2025 group revenue of $61.2M (+55.5% YoY) but a net loss of $136.3M, driven primarily by a $125.9M non-cash goodwill and intangible asset impairment specifically attributable to the Ninjas in Pyjamas esports subsidiary. This indicates that while the NIP brand generates revenue and continues to expand its competitive and geographic footprint (notably into China via NIP.eStar and a PUBG division), the subsidiary's standalone economics do not yet justify prior acquisition valuations, a key consideration for any PE/VC/M&A diligence.
Ninjas in Pyjamas firmographics
Firmographics- Name
- Ninjas in Pyjamas
- Legal name
- Ninjas in Pyjamas
- Website
- https://nip.gl
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Ninjas in Pyjamas is a Stockholm-based multi-title esports organization founded in 2000, operating competitive teams across CS2, League of Legends, Rainbow Six Siege, and other titles, and generating revenue through DTC merchandise sales, corporate sponsorships, and the $DOJO fan engagement token ecosystem.
- Ownership category
- akta.pro rank
Ninjas in Pyjamas industry classification
Industry- Product category
- Esports Organization
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (71121), Hobby, Toy, and Game Retailers (45912)
- SIC
- Services-Amusement & Recreation Services (7900), Retail-Hobby, Toy & Game Shops (5945), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Guilds, Scholarship & Player Networks (asset renting, delegation, communities) (FSAPAGAI)
- akta.pro secondary industries
- Play-to-Earn & Reward Platforms (questing, loyalty, airdrop mechanics) (FSAPAGAH), GameFi Economies & Token Systems (tokens, staking, sinks/sources, inflation control) (FSAPAGAG), Digital Sports Collectibles Retail (NFTs) (CRAMAOAK), Sports NFTs & Collectibles Marketplaces (FSADANAH)
Keywords
Where Ninjas in Pyjamas is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Ninjas in Pyjamas business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Merchandise Sales: Direct sales of branded apparel, accessories, and digital assets through nip.gl e-commerce platform
- Sponsorship Revenue: Main jersey sponsor Rainbet, global partnerships with BYD, Red Bull, FILA, and other brands
- Esports Operations: NIP Group Inc. reported $61.2 million H1 2025 revenues with 55.5% YoY increase, driven by talent management and event production growth
- Fan Token ($DOJO): Fan token on Socios.com platform enabling fan engagement, exclusive rewards, and community participation
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Printstream Collection - Premium streetwear |
| Unit Pricing | Pay-as-you-go | Ninjutsu Collection - Training wear |
| Unit Pricing | Pay-as-you-go | Shinobi Shozoku - Premium apparel |
| Unit Pricing | Pay-as-you-go | NIP-KITS Bundles |
| Subscription | Multi-year contract | $DOJO Fan Token |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Ninjas in Pyjamas product offering
Product offeringCore offering
Ninjas in Pyjamas operates a multi-title professional esports organization competing across CS2, League of Legends, Rainbow Six Siege, Rocket League, Apex Legends, EA FC, and Fighting Games, while selling branded apparel, accessories, and digital fan tokens through a direct-to-consumer e-commerce platform and fan engagement ecosystem. The organization monetizes via sponsorships, merchandise sales, talent management, event production, and its blockchain-based $DOJO fan token on The Dojo platform.
Product overview
Ninjas in Pyjamas operates as a multi-title esports organization offering merchandise products across multiple apparel collections and competitive teams across various game titles. The product portfolio includes The Dojo 2.0 fan engagement platform with $DOJO fan token, apparel sub-brands (Ninjutsu, Shinobi Shozoku, Lagom, Kurashikku, Printstream), collaboration lines (NIP x FILA, NIP x Stiksen), NIP-KITS bundles, and competitive esports teams in Counter-Strike 2, League of Legends, Rainbow Six: Siege, EA FC, Rocket League, Apex Legends, and Fighting Games. The organization also produces a 25th Anniversary special jersey and digital collectibles.
Differentiator
Problem solved
Functional benefit
Brands
- Ninjutsu Collection: Japanese-inspired merch collection named after the art of training to become a Ninja, featuring pyjamas, t-shirts, hoodies, and jackets with ninja-themed branding.
- Shinobi Shozoku
- Lagom Collection
- Kurashikku Accessories
- NIP-KITS
- Printstream Collection
- NIP x FILA
- The Dojo
- $DOJO
Products and services
- Ninjutsu Collection Apparel collection featuring ninja-inspired training wear and merchandise including t-shirts, hoodies, jackets, and pyjamas with 3D heat print designs, sold to esports fans globally.
- Shinobi Shozoku Collection Premium performance apparel line including jerseys, hoodies, sweatpants, and jackets designed for esports players with temperature regulation and loose fit, sold to players and fans.
- Lagom Collection Lifestyle apparel collection featuring t-shirts, hoodies, sweatpants, and pullovers with subtle NIP branding, representing the Swedish concept of 'just right,' sold to fans globally.
- Kurashikku Accessories Accessory collection including caps, beanies, scarves, socks, flags, mugs, water bottles, and bucket hats featuring NIP branding, sold to fans as add-on merchandise.
- Printstream Collection Streetwear collection inspired by Counter-Strike's iconic Printstream skin line, featuring black-and-white high-contrast minimalist designs and t-shirts/hoodies sold to fans.
- NIP-KITS Bundles Curated apparel bundles including WARM-as-a-W (hoodie, sweatpants, socks), DOJO-zen (pyjamas, socks), and HATTORI (yukata, shorts, socks) sold at wallet-friendly bundle pricing.
- NIP x FILA Collaboration Premium esports fashion collaboration featuring pro-wear with integrated digital ID chip technology, Omamori casual line including yukata, jerseys, hoodies, and sweatpants.
- NIP x Stiksen Cap Collaboration Sustainable cap collaboration made of 100% GOTS-certified organic cotton, supporting empowerment initiatives in rural Bangladesh.
- 25th Anniversary Jersey Limited edition commemorative jersey featuring thermoregulating performance fabric and heritage insignias celebrating 25 years of NIP history.
- The Dojo 2.0 Fan Engagement Platform Fan engagement platform offering gamification, rewards, exclusive content, digital collectibles, and community voting for NIP fans, with tiered access based on $DOJO token holdings.
- $DOJO Fan Token Official NIP fan token on Chiliz Chain (via Socios.com) with 75,000 tokens at fixed pricing, enabling voting rights, exclusive rewards, and community governance participation.
Quantifiable outcome
- First team to reach back-to-back Rainbow Six Siege Invitational Grand Finals and win championship
- +1 more outcomes
Companies that use Ninjas in Pyjamas
Customer profileSegments2 records
Ideal customer profiles2 records
Ninjas in Pyjamas technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Ninjas in Pyjamas partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major, strategic and minor.
- RainbetcoreMain jersey sponsor for NIP. Rainbet is an online gambling platform with gaming-inspired design. Partnership provides primary sponsorship visibility on team jerseys during competitions.
- BYDmajorGlobal strategic partnership announced between Ninjas in Pyjamas and BYD. BYD is a Chinese multinational automotive and energy company. Partnership represents major cross-industry collaboration.
- eStarmajorJoint venture NIP.eStar for Esports World Cup combining NIP's international legacy with eStar's Chinese esports roots. Competing under combined banner as EWC Foundation Club partner.
- Socios.comcoreFan engagement platform partnership powering The Dojo 2.0. NIP's $DOJO fan token is built on Socios.com platform, enabling exclusive fan rewards, voting, and community engagement experiences.
- FILAmajorNIP x FILA collection merges esports branding with Italian sportswear heritage. Features innovative digital ID chip technology in jerseys. Includes jerseys, hoodies, sweatpants, and Omamori casual line with yukata.
- Red BullmajorEnergy drink sponsor supporting NIP. Red Bull sponsors athletes and teams across extreme sports and esports, providing brand visibility and co-marketing opportunities.
- XBorgstrategicAI infrastructure company that built The Dojo 2.0 fan engagement platform for NIP. Powers the gamification, rewards, and community features of the fan platform.
- ChilizstrategicBlockchain provider powering Socios.com platform used for NIP's $DOJO fan token. Chiliz Chain is a Layer-1 blockchain designed for sports and entertainment sectors.
- Team GullitminorFIFA academy partnership creating TG.NIP for FIFA Global Series competition. Combines NIP's Olle 'ollelito' Arbin with Team Gullit's Levi de Weerd under FGS Masters program.
- Juventus Creator LabminorOllelito plays for Juventus as their official EA FC pro player on loan from NIP. Competes in eSerie A and eSupercup representing both brands.
- New York City FCminorOllelito competes in eMLS wearing NYCFC jersey as part of collaboration. Represents first Swedish player in the eMLS.
- StiksenminorNIP x Stiksen cap collaboration made of 100% GOTS-certified organic cotton, supporting empowerment initiatives in rural Bangladesh.
- FantokensminorTrading platform for NIP fan tokens listed on fantokens.com.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
Ninjas in Pyjamas competitors and assessment
Company assessmentDirect peers
- Team Liquid: Long-running multi-game esports organization with global footprint and merchandise; competes head-to-head with NIP in CS2 and Rainbow Six Siege.
- Fnatic: Legendary European esports organization competing across multiple titles with a strong apparel and peripherals brand, directly comparable to NIP's heritage, multi-game model, and merchandise strategy.
- Cloud9: North American multi-title esports organization with apparel and content; comparable competitor in CS2 and LoL with similar diversified team portfolio model.
- Astralis: Danish esports organization with deep CS legacy, listed publicly, and operating competitive teams and content — directly comparable in Counter-Strike heritage and brand-driven business model.
- 100 Thieves: Multi-title esports org with strong apparel and lifestyle brand identity, comparable to NIP's focus on merchandise-led revenue beyond competitive winnings.
- Team SoloMid (TSM): Multi-title North American esports organization with content, gaming peripheral business, and global brand; directly comparable as a competing legacy Western org with adjacent consumer products.
- Evil Geniuses: Historic North American esports organization with multi-title teams including Dota 2 and CS, comparable to NIP in operating legacy brand and competing across top esports titles.
- G2 Esports: European multi-title esports org with strong LoL and CS presence plus consumer products and content, comparable to NIP in multi-game competition and brand-led merchandise.
- T1 (SK Telecom T1): Korean powerhouse esports organization with extensive merchandise and fan engagement business; comparable in multi-game competition and global brand monetization, particularly for NIP's LPL operations.
- FaZe Clan (FaZe Holdings): Multi-title esports organization with apparel line, content creators, and public market listing — directly comparable to NIP as a legacy Western esports brand with diversified teams and consumer products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ninjas in Pyjamas social profiles
Digital presenceNinjas in Pyjamas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ninjas in Pyjamas leadership team
Management profileNumber of profiles
Profiles9 records
Ninjas in Pyjamas subsidiaries and ownership
Company hierarchySubsidiaries8 records
Ninjas in Pyjamas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ninjas in Pyjamas M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ninjas in Pyjamas
What does Ninjas in Pyjamas do?
Ninjas in Pyjamas operates a multi-title professional esports organization competing across CS2, League of Legends, Rainbow Six Siege, Rocket League, Apex Legends, EA FC, and Fighting Games, while selling branded apparel, accessories, and digital fan tokens through a direct-to-consumer e-commerce platform and fan engagement ecosystem. The organization monetizes via sponsorships, merchandise sales, talent management, event production, and its blockchain-based $DOJO fan token on The Dojo platform.
Is Ninjas in Pyjamas a public or private company?
Ninjas in Pyjamas is a private company. It is classified as corporate owned and is currently operating.
When was Ninjas in Pyjamas founded?
Ninjas in Pyjamas was founded in 2000. It employs 51 to 100 people.
Where is Ninjas in Pyjamas based?
Ninjas in Pyjamas is headquartered in Stockholm, Sweden, in the Europe region.
How does Ninjas in Pyjamas make money?
Four revenue lines are on record. Merchandise Sales are the primary driver. The others are sponsorship Revenue, esports Operations and fan Token ($DOJO).
Who are Ninjas in Pyjamas's main competitors?
Direct peers on record are Team Liquid, Fnatic, Cloud9, Astralis, 100 Thieves, Team SoloMid (TSM), Evil Geniuses, G2 Esports, T1 (SK Telecom T1) and FaZe Clan (FaZe Holdings).
Does Ninjas in Pyjamas have an API?
No public API is recorded for Ninjas in Pyjamas.
What industry is Ninjas in Pyjamas in?
Ninjas in Pyjamas's product category is Esports Organization. Its primary akta.pro industry code is FSAPAGAI, Guilds, Scholarship & Player Networks (asset renting, delegation, communities), with a secondary code of FSAPAGAH, Play-to-Earn & Reward Platforms (questing, loyalty, airdrop mechanics). Its NAICS code is 711211 and its SIC code is 7900.