Before Twitch became synonymous with game streaming, a Berlin-based startup tried to rewrite the rules. Azubu didn’t want to be the biggest, it wanted to be the most elite. Founded in 2012 by German entrepreneur Lars Windhorst, the company set out to build the ESPN of esports, a premium destination for professional play, competitive leagues, and gaming’s rising stars.
Building a platform around players
Under the leadership of CEO Ian Sharpe, Azubu doubled down on its esports-first philosophy. The company developed a customized video player, revamped its website with a modular layout in what it branded “Azubu 3.0,” and even introduced interactive tools for streamers. Unlike Twitch or YouTube, Azubu offered account managers for elite streamers, flexible page customization through modules, and a direct focus on monetization through sponsorships, subscriptions, and donations.
Azubu also went global. It partnered with KeSPA in Korea, signed deals with Brazilian teams like Pain Gaming, and built a presence in Europe by working with teams like Origen. The company launched a 4K-ready content production studio in Vienna and expanded its operations with plans to grow into new territories. A large €55 million funding round in 2016 seemed to validate Azubu’s vision of becoming a premium global esports platform.
Missteps and missed payouts
Yet beneath the surface, Azubu struggled with operational and financial inefficiencies. Former employees described inconsistent funding practices from Sapinda, with capital arriving in “drip feeds” that limited the company’s ability to scale. Even CEO Windhorst later admitted that Azubu had been underfunded and managed inefficiently.
Tensions began to show in 2016, with key staff departures and growing concerns from the community. One of the most damaging issues involved prize money. Azubu had reportedly failed to pay out winnings for several esports tournaments. When pressed, the new CEO, Mike McGarvey, acknowledged the debt and admitted that certain cases—like CS: GO and Dota 2 tournaments—were still in unresolved legal disputes. He attributed the shortfall to overpromises made by the previous management team.
The League of Legends rights fallout
By January 2017, a pivotal blow arrived. Riot Games raised the cost of streaming rights for League of Legends by $2 million, a fee Azubu could no longer afford. Losing rights to the very content that had built its brand forced the company into a corner. Azubu announced it was acquiring a new platform to start fresh, but it was clear the writing was on the wall.
On May 9, 2017, Azubu officially shut down. It merged with fellow streaming platform Hitbox to form a new entity called Smashcast. The new platform launched with some fanfare, including a 4K-ready production studio and an engagement tool called the Hype-O-Meter. But even that effort would fail to capture meaningful market share against Twitch, which by then had become the undisputed leader in game streaming.
Legacy and lessons
Azubu was an ambitious, well-funded venture aimed at specialising in a rapidly growing niche. Its focus on esports gave it an edge in quality and community engagement. Still, the company ultimately fell short due to inconsistent funding, strategic misfires, and the rising costs of premium content rights. Despite its fall, Azubu helped shape early conversations about how streaming platforms could go beyond passive viewing and create true two-way engagement between streamers and fans.
It also highlighted the risk of leaning too heavily on exclusivity and premium licensing in a market where open-access platforms like Twitch were thriving. In many ways, Azubu’s vision lives on in today’s specialized streaming efforts—from dedicated esports verticals to platforms experimenting with interactive and community-driven formats.
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