US – A new brand is creating synergy between the burgeoning gaming and cannabis industries, an unexplored yet promising association of two intertwined worlds.
RCVRY is the brainchild of YouTuber and esports mogul FaZe Rain and The Parent Company, a California-based cannabis platform. The brand will focus on supporting lifestyles centred on wellness and creativity, a choice guided by FaZe Rain’s own experience with cannabis easing his recovery from nerve damage.
‘I saw a need to further the potential of the industry by helping to advance the mainstream acceptance of cannabis. RCVRY was created to further that goal and change opinions on cannabis while providing a consistent source of top-tier flower to community members,’ FaZe Rain said in a statement.
The initial launch includes an exclusive Rainz Runtz cannabis strain and merchandise, which will be sold in limited quantities in a West Hollywood dispensary.
Like Houseplant’s playful rebranding presents cannabis products breaking away from a wellness-orientated image, RCVRY is the industry's first step into the gaming world, a sizeable potential market largely unexplored by cannabis brands until now.
Strategic opportunity
The RCVRY project further highlights the power of communities and the commercial potential of tailor-made concepts catering for a specific community or niche