Why Immortals Gaming Club is turning the esports merch game on its head with its zero-profit strategy

Digiday 14 Sep 2021 04:01
The lead image shows a robot with multiple arms holding up shopping bags.
September 14, 2021 by Alexander Lee

On September 9, Immortals Gaming Club announced the release of its latest merchandise line, Immortals Essentials. In a departure from the premium and high-priced merchandise strategy followed by some other esports organizations, the line is intentionally priced to generate zero profits for the Los-Angeles-based team. Immortals hopes to leverage this price reduction and other initiatives to help bring younger and less hardcore gamers into its fan base.

Going the zero-profit route has allowed Immortals to bring the prices of its Essentials line as low as $17.15 for hats and T-shirts, a reduction that the company believes will help younger esports fans more easily afford to rep the team. “The people who follow Immortals are young — many of them are in high school or college, or are just starting off,” said Immortals president and chief commercial officer Jordan Sherman. “That means two things: one, we’re going to have a long lifespan with them, hopefully, and two, maybe they’re just not in a position to buy a unit of clothes.”

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Immortals Gaming ClubJordan ShermanNewzooAlex RomerImmortals merchandising partner We Are Nations
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