VARREL
Japanese professional esports organization operated by CELLORB, competing across multiple game titles under the mission 'Connect the World through Play.'
Last updated September 29, 2026
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Overview
VARREL is a Japanese professional esports organization headquartered in Chiyoda, Tokyo, and operated by CELLORB, Inc. (株式会社CELLORB). Its mission is expressed as 'Connect the World through Play' (ゲームの力で、世界をつなげる). The team traces its origins to October 2015, when Breakthrough, Inc. founded Unsold Stuff Gaming (USG). Over the following years it built rosters in titles such as League of Legends, Overwatch, Shadowverse, PUBG, Splatoon, Rainbow Six Siege, VALORANT, Tekken, Street Fighter, and others. In October 2020, the organization came under the DONUTS group and was rebranded as DONUTS USG, later becoming DONUTS VARREL in December 2022. In April 2024, the operating company absorbed TOPANGA and changed its name to CELLORB, Inc. In October 2025, after raising 1 billion yen, the team became independent from DONUTS and adopted the name VARREL. In 2026, under a new management structure led by CEO Ko Sakuma, VARREL carried out a rebranding, moved its headquarters to Akihabara, Tokyo, and expanded into new divisions including GAMER, KAWAII, and a revived VALORANT roster. The organization also fields teams in Overwatch, Rainbow Six Siege, Street Fighter, Tekken, and STREAMER, and has partnerships with sponsors such as American Express, ASUS Republic of Gamers, GALLERIA, Bic Camera, and others. VARREL positions itself not merely as a competitive team but as a cultural project aiming to embed esports in society through fan engagement under the concept 'ALL VARREL.'
History
VARREL's history begins in October 2015, when Breakthrough, Inc. founded Unsold Stuff Gaming (USG) and established a League of Legends division. In 2016, the organization expanded into Hearthstone, Overwatch, Shadowverse, and Alliance of Valiant Arms, and signed sponsorships with CyberZ, Mouse Computer's G-TUNE brand, and E-SPORTS CAFE. In 2017, it launched a BLACK SQUAD division and opened the USG Store. In 2018, it added PUBG and Splatoon 2 divisions, while the BLACK SQUAD division disbanded. In 2019, it established an Arena of Valor division. In October 2020, Donuts, Inc. took over Unsold Stuff Gaming, establishing Donuts USG and renaming the team DONUTS USG; Daisuke Takahashi became representative director and president. That same year, VALORANT and League of Legends: Wild Rift divisions were launched. In 2021, PUBG Mobile, STREAMER, and Tekken 7 divisions were added, and Masaru Kariya became president. In December 2022, the company changed its trade name to VARREL, Inc. and the team was renamed DONUTS VARREL. In 2023, Fumio Suzuki became president, and the organization signed sponsorships with Asuno System, PC Depot, Keikyu Corporation, and Iwasaki Gakuen, launching the Yokohama GG Project. In 2024, VARREL, Inc. absorbed TOPANGA, Inc. and changed its name to CELLORB, Inc.; the Tekken and newly created Street Fighter divisions were integrated into a fighting game division. The year also saw the launch of a PARAVOX division and the disbandment of the VALORANT, PUBG Mobile, Rainbow Six Siege, and Splatoon 3 divisions. In October 2025, after raising 1 billion yen, the organization became independent from Donuts and adopted the name VARREL. In December 2025, it acquired the roster of Korean team SLT Seongnam, the VCT Ascension Pacific 2025 champion, and relaunched its VALORANT division. In 2026, VARREL entered a new management structure with Ko Sakuma as CEO, carried out a rebranding including a new logo and uniforms, and moved its headquarters from Yokohama to Chiyoda, Tokyo (Akihabara). It also launched a GAMER division with the addition of figure skater Shoma Uno, signed sponsorships with American Express and ASUS Republic of Gamers, took over CAG OSAKA's Rainbow Six Siege division as 'CAG by VARREL,' and established a KAWAII division. The organization continues to compete in Overwatch, Rainbow Six Siege, Street Fighter, Tekken, VALORANT, GAMER, STREAMER, and KAWAII divisions.
Unsold Stuff Gaming founded by Breakthrough, Inc.; League of Legends division established
Hearthstone division established
Overwatch and Shadowverse divisions established
Alliance of Valiant Arms division established
BLACK SQUAD division established
USG Store opens
Splatoon 2 and PUBG divisions established; BLACK SQUAD division disbanded
Rainbow Six Siege division established
Arena of Valor division established
Apex Legends division established
Products and positioning
A Japanese esports organization aiming to establish esports as a lasting culture through fan co-creation under the 'ALL VARREL' concept, rather than as a transient craze.
Overwatch division
Rainbow Six Siege division
Street Fighter division
Tekken division
VALORANT division
GAMER division
STREAMER division
KAWAII division
Official merchandise
Sources4 sources
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