Why Critical Hit! Cannabis?
Critical Hit! Cannabis is the newest brand to emerge from Edmonton, Alberta, that launched their first ever SKU in Alberta in late September. Prioritizing quality cannabis at an affordable price, all strains are selected in a unique way; instead of pairing the cannabis to a variety of experiences after growth, focusing on the experience of gaming. Founders William “Hippy” Zorn and Nick Redmond aimed to create a brand that resonates with gamers, and to do this test all of their cannabis live on Twitch while gaming in order to find cultivars which compliment the experience perfectly while taking feedback from the international cannabis community. The brand voice certainly reflects the audience of the chronically online gamer, with their Instagram being a tongue in cheek parody of online branding, with current memes and promises of “group edging sessions”.
How did Critical Hit! start?
Critical Hit! began as a joke on their founder William’s Twitch profile.
”My viewers and I were joking around about all of the products seemingly aimed at gamers. They have everything from drinks, to chairs, to inhalants, so we joked that someone should release a cannabis for gamers
William "Hippy" Zorn
Over time, this joke stuck with him and eventually began to begin sounding like a good idea. From his time working in Ottawa dispensaries, he had seen many consumers asking for cannabis to smoke while gaming with friends and did not see this demand being met. Many brands often pair their cultivars with the outdoors, active lifestyles, and attempt to get away from the “lazy stoner” stereotype – he decided to create a brand to lean into it.
Partnering with Andrew Corrado, the two spent over a year workshopping the brand with the occasional input from friends in the industy. One of these friends, Nicholas Redmond, would join their team as their COO in order to help them expand what encompasses a “gamer”.
”While Will comes from competitive shooters, I prefer cozy games like "The Sims" - we're both still gamers. We want to show that gaming culture is a lot deeper than some might think, and eventually have a product to compliment every type of game for every type of gamer.
Nicholas Redmond
The Cultivar Hunt – People’s Choice
The selection for Critical Hit! doesn’t take place behind closed doors, rather on Twitch, the largest streaming platform in the world. Twitch has revolutionized the landscape of online entertainment, transforming how millions engage with gaming and live streaming. Since its launch in 2011, the platform has grown exponentially, boasting over 140 million monthly active users and over 2 million streamers each month. In 2022 alone, Twitch users watched over 1.6 billion hours of content. Its impact extends globally, with users from over 200 countries, and it has become a cultural phenomenon, popularizing esports and fostering communities around diverse interests, from art to music. Twitch has created a marketplace for content creators, with some earning substantial incomes through subscriptions and donations. This growth has influenced social media, marketing strategies, and even traditional media, solidifying Twitch’s role as a key player in the digital age.
While his community is small, William has spent the past three years creating content weekly and always shows off the flower his team is debating to receive feedback to his audience of international cannabis consumers. Choosing which cannabis products to package on Twitch significantly impacts the selection process, creating a dynamic and interactive experience for the audience and consumers. By involving viewers in real-time decisions, Critical Hit! fosters a sense of community and engagement, allowing audience members to voice their preferences and share their insights. This participatory approach not only influences the specific strains chosen but also encourages discussions around various attributes such as flavor profiles, potency, and potential effects. Moreover, the transparency allows for educational moments where you can explain the unique qualities of each cultivar, enhancing viewers’ knowledge and appreciation of cannabis. Overall, the live selection process transforms selection into a collaborative event, where audience feedback directly shapes the offerings and enhances the overall viewing experience.
Their first SKU, “Tilt-Proof Indica” is a rotational strained aimed to keep a calm mood when handling difficult tasks. Tested through Fromsoft’s notoriously difficult Elden Ring DLC, the founders ensured this indica would give users a calm yet still clear effect for the majority of those who try it.
”The past few years on Twitch has given me the opportunity to work with a few cool accessory brands and grow a community of cannabis consumers who can help us make the hardest choice: what to put in the bag.
William "Hippy" Zorn
The Future of Critical Hit!
Critical Hit! is poised for significant expansion beyond its initial SKU in Alberta, with ambitious plans to introduce multiple SKUs across Canada. This strategic growth aims to cater to the diverse preferences of gamers by offering a tailored product for every type of game and occasion. By developing a range of options, Critical Hit! is focused on enhancing the overall gaming experience. The brand’s commitment to innovation and quality ensures that each new SKU reflects the unique vibe of different gaming scenarios, appealing to a broad audience. As they roll out these offerings nationwide, Critical Hit! aims to establish itself as a go-to brand for gamers seeking not just a product, but a complementary experience that enhances their favorite pastimes.
Last Updated on October 1, 2024 by ADCANN
