PWR
PWR is an Australian esports and gaming entertainment company founded in 2020 by Lachlan Power. It fields competitive Fortnite and Rocket League teams, develops Fortnite Creative maps, publishes content across major social platforms, and monetizes via sponsorships, merchandise, and PWR+ subscriptions.
- Company typePrivate
- Founded2020
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What PWR does
PWR is an Australian esports and gaming entertainment company headquartered in Melbourne and founded in 2020 by Lachlan Power. The company operates competitive rosters in Fortnite and Rocket League, develops custom Fortnite Creative maps and in-game experiences, and publishes content across YouTube, TikTok, Instagram, and Twitch through its owned creators, anchored by Lachlan Power, Australia's most-subscribed gaming YouTuber. Its competitive and content operations are supported by a roster that includes a seven-time FNCS champion, giving PWR credibility in both elite competitive play and mass-market gaming entertainment.
The company monetizes through a diversified mix: brand partnerships and sponsorships (including tier-1 deals with NACON/RIG, the Australian Open, McDonald's Australia, Crunchyroll, and Red Bull), direct-to-consumer merchandise shipped to Australia, the US, Canada, New Zealand, Mexico, Chile, and Colombia, the PWR+ paid YouTube membership subscription launched in May 2024, and competitive prize money. Underlying operational infrastructure includes the Skip Ahead initiative funding received in 2024, an active hiring program (40+ employees), and a sister talent management business (MGMT.exe) that represents creators beyond PWR's owned roster, extending the company's footprint within the broader creator economy.
PWR's strategic positioning centers on converting Lachlan Power's audience reach and competitive credibility into a multi-revenue esports and gaming media business. The Australian Open partnership and Crunchyroll Solo Leveling crossover signal deliberate expansion beyond core gaming demographics into sports and anime-adjacent fandoms. The business model is sponsorship-heavy at the top of the revenue stack, with merchandise and PWR+ providing a growing direct-to-consumer layer; no revenue, ARR, or total funding figures are publicly disclosed in the source material.
PWR firmographics
Firmographics- Name
- PWR
- Legal name
- PWR Ops Pty Ltd
- Website
- https://teampwr.gg
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PWR is an Australian esports and gaming entertainment company founded in 2020 by Lachlan Power. It fields competitive Fortnite and Rocket League teams, develops Fortnite Creative maps, publishes content across major social platforms, and monetizes via sponsorships, merchandise, and PWR+ subscriptions.
- Ownership category
- akta.pro rank
PWR industry classification
Industry- Product category
- Esports and Gaming Entertainment
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Motion Picture and Sound Recording Industries (512)
- akta.pro primary industry
- Multi-Channel Networks (MCNs) & Creator Management (Agencies, Talent Networks) (MPAFAEAD)
- akta.pro secondary industry
- Mobile & F2P Game Studios (MPAFAAAB)
Keywords
Where PWR is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
PWR business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Merchandise and Apparel Sales: PWR Supply sells branded merchandise including jerseys, hoodies, t-shirts, accessories, and limited-edition collaborations (e.g., Solo Leveling collection, Australian Open collaboration). Revenue from direct-to-consumer e-commerce sales.
- PWR+ YouTube Membership: Subscription membership program on YouTube offering exclusive content, Discord access, merchandise discounts, and member-only perks. Recurring revenue from monthly subscriptions.
- Brand Partnerships and Sponsorships: Partnerships with brands like NACON, RIG, Crunchyroll, Australian Open, McDonald's, and GeoGuessr. Revenue from sponsored content, product integrations, and brand activations.
- Esports Sponsorships and Tournament Revenue: Competitive gaming operations with sponsorships for esports teams and players. Revenue from prize winnings and esports-related partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | PWR x Solo Leveling Limited Collection - apparel and accessories |
| Unit Pricing | Pay-as-you-go | General merchandise - apparel and accessories |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
PWR product offering
Product offeringCore offering
PWR runs competitive esports teams across Fortnite, Rocket League and Halo, and operates a creator-led gaming media business that produces YouTube content, custom Fortnite Creative maps and in-game experiences (PWR Create), a paid fan membership (PWR+), and a branded merchandise line (PWR.Supply). Its founder Lachlan Power (around 10 million YouTube subscribers) anchors the brand, while co-owner Kathleen Belsten oversees operations, HR, internship programs and legal/finance functions.
Product overview
PWR is a global gaming, entertainment, and content organization offering competitive esports (Fortnite and Rocket League), original content creation, and custom Fortnite game experiences. The organization operates through multiple interconnected products: its competitive gaming teams (Fortnite and Rocket League), the PWR Create map/experience portfolio on Fortnite Creative, the PWR+ YouTube membership subscription, the PWR.Supply merchandise e-commerce store, original documentary content, and branded collaborations like the Crunchyroll/Solo Leveling collection. PWR+ serves as the fan subscription tier while PWR.Create provides custom game content. The company connects with fans through YouTube, Discord, and live events, while also generating revenue through merchandise sales, brand partnerships, and tournament events.
Differentiator
Problem solved
Functional benefit
Products and services
- PWR Fortnite Competitive Team
Quantifiable outcome
- 7.1 million+ views in 3 weeks for GeoGuessr campaign
- +4 more outcomes
Companies that use PWR
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles2 records
PWR technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PWR partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- CrunchyrollcoreCollaboration with Crunchyroll, global anime brand, for limited-edition Solo Leveling capsule collection. 8-piece collection including hoodies, t-shirts, accessories. Launched August 2025 exclusively at PWR Supply in Australia, USA, Canada, New Zealand, and other countries.
- GeoGuessrminor2025 partnership bringing geography-based game content to PWR audience. PWR created concept development and production for unique video content. 7.1 million+ views achieved in 3 weeks. Both long-form and short-form content delivered.
- McDonald'sminorOctober 2024 collaboration featuring Grimace character. PWR creators competed against Grimace in live-streamed matches. Exclusive Purple PWR VIP Giveaway with custom purple PWR PC and limited-edition Grimace x PWR merch. Campaign blended gaming, pop culture, and exclusive giveaways.
- Screen AustraliacoreSkip Ahead initiative providing production funding for Making of a Champion documentary. Part of $580,000 shared among 4 projects for 9th installment. Since 2014, Skip Ahead has supported 41 teams with over $5.2 million to develop skills and build sustainable careers.
- YouTube AustraliacoreSkip Ahead initiative partnership with YouTube Australia providing production funding for Making of a Champion documentary. 10-year partnership with Screen Australia supporting Australian creators. Documentary to be released on PWR YouTube channel.
- Australian Open (AO)core3-year collaboration with Australian Open. PWR hosts on-site locker with gaming setup, meet and greets, signing sessions. Custom YouTube hero videos at AO venues. AO Summer Smash Fortnite tournament. PWR talent as AO 'Game On' ambassadors. 2024 collaboration included Hide and Seek video at John Cain Arena.
- Red BullminorPartnership for AIM, EDIT, RUN Fortnite map - new-map, practice, training experience. Map code 8726-9879-7282 available for players.
- NACON GamingcorePartnership with NACON, market leader in gaming hardware and accessories, as official controller partner. PWR talent enhanced with latest NACON gear including RIG 600 PRO dual wireless gaming headset and NACON Evol X controller. Multi-platform gaming content and global retail integration.
- RIG (NACON brand)coreRIG is the number one video headset brand in Australia and New Zealand (owned by NACON). PWR uses RIG headsets as official headset partner. Content featuring RIG products created for PWR channels and retail presence in EB Games, Walmart, and GameStop globally.
- MGMT.execorePWR's sister company - influencer management agency based in Australia. Focuses on video gaming talent, working with some of the biggest channels in Australia (multiple 1M+ subscribed YouTube channels). Also represents channels in UK, Canada, and USA. Specializes in branded content, merchandising, content direction & staffing coordination.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
PWR competitors and assessment
Company assessmentDirect peers
- 100 Thieves: Creator-led esports and apparel organization founded by Nadeshot. Most directly comparable to PWR in model: combines competitive rosters, content creators, merchandise, and brand partnerships around a unified lifestyle brand.
- Cloud9: Veteran esports organization with competitive rosters and brand partnerships across gaming. Comparable to PWR in combining competitive operations with content and sponsorship revenue.
- Team Liquid: Global esports organization with championship rosters across multiple titles and a large creator/content arm. Comparable to PWR's multi-game competitive focus, content production, and international footprint across multiple continents.
- FaZe Clan: Publicly traded creator-driven esports and consumer brand organization. Comparable to PWR in combining Fortnite/Call of Duty competitive rosters, YouTube content creators, apparel, and major brand sponsorships.
- NRG Esports: Major North American esports organization competing across multiple titles including Rocket League and Fortnite, with strong creator partnerships. Comparable to PWR in title portfolio and creator integration.
- Sentinels: North American esports organization with strong Fortnite competitive presence and a creator/content arm. Comparable to PWR in Fortnite roster depth and crossover content-creator model.
- T1 Entertainment & Sports: Global esports and entertainment organization fielding rosters across multiple competitive titles plus content and merchandise. Comparable to PWR in combining elite competitive teams with a content and lifestyle brand.
Broad incumbents
- Enthusiast Gaming: Publicly traded gaming media, esports, and content organization operating Luminosity Gaming, content networks, and event properties. Comparable to PWR as a broader gaming content and esports holding with overlapping audience monetization models.
Regional players
- ORDER: Australian esports organization fielding competitive rosters across multiple titles. Comparable to PWR as a home-market peer competing for the same Australian esports talent, audiences, and brand budgets.
Emerging players
- Night Media: Creator management and brand-building agency for top YouTube and gaming creators. Comparable to PWR through its sister company MGMT.exe in providing talent management, branded content, and merchandise coordination for gaming creators.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PWR social profiles
Digital presencePWR financial estimates
Financial estimateRevenue estimate
Valuation estimate
PWR leadership team
Management profileNumber of profiles
Profiles2 records
PWR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PWR 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 PWR
What does PWR do?
PWR runs competitive esports teams across Fortnite, Rocket League and Halo, and operates a creator-led gaming media business that produces YouTube content, custom Fortnite Creative maps and in-game experiences (PWR Create), a paid fan membership (PWR+), and a branded merchandise line (PWR.Supply). Its founder Lachlan Power (around 10 million YouTube subscribers) anchors the brand, while co-owner Kathleen Belsten oversees operations, HR, internship programs and legal/finance functions.
Is PWR a public or private company?
PWR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PWR founded?
PWR was founded in 2020. It employs 11 to 50 people.
Where is PWR based?
PWR is headquartered in Melbourne, Australia, in the Oceania region.
How does PWR make money?
Four revenue lines are on record. Merchandise and Apparel Sales are the primary driver. The others are PWR+ YouTube Membership, brand Partnerships and Sponsorships and esports Sponsorships and Tournament Revenue.
Who are PWR's main competitors?
Direct peers on record are 100 Thieves, Cloud9, Team Liquid, FaZe Clan, NRG Esports, Sentinels and T1 Entertainment & Sports. Enthusiast Gaming is listed as a broad incumbent. ORDER is listed as a regional player. Night Media is listed as an emerging player.
Does PWR have an API?
No public API is recorded for PWR.
What industry is PWR in?
PWR's product category is Esports and Gaming Entertainment. Its primary akta.pro industry code is MPAFAEAD, Multi-Channel Networks (MCNs) & Creator Management (Agencies, Talent Networks), with a secondary code of MPAFAAAB, Mobile & F2P Game Studios. Its NAICS code is 516210.