GLYTCH Energy and Complexity launch energy drink powder

North American esports organization Complexity has collaborated with GLYTCH energy to launch a new energy drink powder.

The new drink, called Complexity Clutch, will be sold through Walmart online, the GLYTCH online store and other retailers in the United States.

• FaZe Clan Launches New Energy Drink Flavor With GHOST
• Sentinels and ADVANCED launch energy drink Hopium
• 100 Thieves Sells Energy Drink Brand Juvee to Sprecher Brewing

The energy drink is a punch-flavored, citrus-sweetened beverage that comes in powder form, similar to other beverages produced by GLYTCH. Not to be confused with the esports venue company of the same name, GLYTCH was founded in 2020 and competes with brands such as Advanced and other gamer-focused energy drink and powder brands in the US. In addition to energy drinks, GLYTCH produces supplements and a significant range of apparel and merchandise, ranging from shirts and sweaters to sneakers and scented candles.

The Complexity Clutch energy drink will also be promoted across Complexity’s digital channels, including streams from the company’s content creators and during in-person events. Complexity esports players on CS2, Apex Legends, Rocket League, Halo Infinite and Madden 25 teams will also have the drink’s branding on their jerseys.

Partnerships to launch energy drinks are an interesting move to diversify revenue streams for esports brands and leverage the large fan bases that notable esports brands typically have. Another North American brand, Sentinels, recently created a similar energy drink with ADVANCED called Hopium, which is also available as a powder and distributed through the partners’ stores. FaZe Clan produced an energy drink in partnership with GHOST.

At the other end of the market, 100 Thieves created their own energy drink brand, Juvee, rather than partnering with an outside company. Juvee was later sold to US brewer Sprecher Brewing less than two years after its launch.