{{Short description|English YouTuber and Twitch streamer (born 1993)}} {{good article}} {{Use British English|date=August 2022}} {{Use dmy dates|date=November 2022}} {{Infobox social media personality | name = Syndicate | image = | caption = Cassell in 2018 | birth_name = Thomas George Cassell | birth_date = {{birth date and age|1993|6|23|df=yes}} | birth_place = Manchester, England | other_names = Tom Cassell | alma_mater = | occupation = {{flatlist| * YouTuber * Twitch streamer }} | years_active = 2010 – present | partner = Lydia Hewitt-Lee (2016-present) <!-- Please find a reliable source for this as per infobox requirements. --> | children = 1 | website = {{URL|syndicateoriginal.com}} | signature = Syndicate Signature.svg | module = | youtube_handle = Syndicate | youtube_display_name = Syndicate | youtube_years_active = 2010 - present | youtube_genre = {{flatlist| * Gaming * vlogging }} | youtube_subscribers = {{Plainlist| * 9.53 million (Syndicate) * 2.63 million (Life of Tom)}}<!-- PLEASE DO NOT CHANGE WITHOUT UPDATING stats_update BELOW --> | youtube_views = {{Plainlist| * 2.1 billion (Syndicate) * 750 million (Life of Tom) }}<!-- PLEASE DO NOT CHANGE WITHOUT UPDATING stats_update BELOW --> | twitch_handle = Syndicate | twitch_years_active = | twitch_genre = Gaming | twitch_game = | twitch_followers = {{ubl|3.1 million (Syndicate)|21.3 thousand (LifeOfTomLive)}}<!-- PLEASE DO NOT CHANGE WITHOUT UPDATING stats_update BELOW --> | stats_update = 1 June 2026 }}
'''Thomas George Cassell''' (born 23 June 1993), known online as '''Syndicate''' or '''Life of Tom''', is an English YouTuber and Twitch streamer. Regarded as one of the earlier known gaming personalities, his videography consists of Let's Play videos on ''Call of Duty'' and ''Minecraft''. Born in Manchester, Cassell had passion for a career in the gaming industry, which he started by purchasing gaming equipment using his money from McDonald's. On 3 September 2010, Cassell registered his gaming channel "TheSyndicateProject", where he found success and an online community. His prominence online was recognized by ''Call of Duty'' publisher Activision and multi-channel network (MCN) Machinima, where he signed to the network to monetize his content. Cassell's channel achieved substantial growth, passing one million subscribers in June 2012 and one billion views in late 2013. He further expanded his career into livestreaming on Twitch, hosting the same commentary over his gameplays. His Twitch channel became the first to reach one million followers in August 2014.
Cassell's YouTube content began to shift into vlogging, where his prominence in the genre took place from his life between Los Angeles and the UK. Back in England, Cassell and his father designed his own home, purchasing a nearby property and renovating it into an extensive gaming area. Cassell has co-founded a range of businesses, one of which failed to comply with Federal Trade Commission (FTC) advertising guidelines. He co-founded the entertainment company 3BlackDot along with Evan Fong and Adam Montoya, and became featured in other media, spanning from a mobile game to a 12-track compilation album.
Cassell was nominated for "YouTube Gamer" in 2012 at the Golden Joystick Awards and was nominated as best in "Gaming" at the 9th Shorty Awards. He was also nominated as "Best British Vlogger" in 2014 at the BBC Radio 1's Teen Awards, and in 2017, was recognized by ''Forbes'' as one of the top gaming influencers. {{as of|2023|5|29}}, his gaming YouTube channel has over nine million subscribers and 2.1 billion views, and his Twitch channel has over three million followers.
==Early life and education== alt=A scene of a castle-like school, with cars and a parking lot in front of it.|thumb|Cassell attended the Blue Coat school at Oldham.|left Thomas George Cassell was born on 23 June 1993 in Manchester, England, and is the brother of Alice Cassell.<ref>{{Cite tweet |number=1066113007007264768 |user=Syndicate |title=So I Thomas George Cassell, hereby stand down as Team Leader of 'Team Tom', because I think i'm great and officially appoint Miss Vixen as team leader! 🤣 |date=23 November 2018 |access-date=18 February 2022 |first=Thomas |last=Cassell}}</ref><ref name="BBC2">{{Cite news |date=25 June 2020 |title=YouTuber Syndicate denies sexual assault claims |language=en-GB |work=BBC News |url=https://www.bbc.com/news/newsbeat-53138158 |url-status=live |access-date=20 January 2021 |archive-url=https://web.archive.org/web/20210510053845/https://www.bbc.com/news/newsbeat-53138158 |archive-date=10 May 2021 |quote=Manchester-born Cassell}}</ref><ref>{{Cite tweet |number=1010635438003023872 |user=Syndicate |title=Here's to starting @YouTube at 17! 🍻 And heres to turning 25 today! 😆 🎉 |date=23 June 2018 |access-date=6 February 2020 |first=Thomas |last=Cassell}}</ref> His father worked in construction as a project manager and his mother, Karen Cassell, worked as a children's day care worker.<ref name="BBCNorth" /><ref name="TheHollywoodReporter" /> Cassell was educated at the Blue Coat school in nearby Oldham, and sold drinks at school to purchase a 42-inch plasma TV at the age of 15, as his father wanted him to work and pay for the items he wanted to get during the time.<ref name="Eurogamer">{{Cite web |last=Porter |first=Will |date=11 October 2012 |title=An audience with Syndicate |url=http://www.eurogamer.net/articles/2012-10-11-an-audience-with-syndicate |url-status=live |archive-url=https://web.archive.org/web/20141111144053/http://www.eurogamer.net/articles/2012-10-11-an-audience-with-syndicate |archive-date=11 November 2014 |access-date=11 November 2014 |website=Eurogamer}}</ref><ref name="TamesideCollege">{{Cite web |date=24 October 2016 |title=YouTube Star Treats Students to Surprise Visit |url=https://www.tameside.ac.uk/pages/article.aspx?article_id=5719 |url-status=live |archive-url=https://web.archive.org/web/20220925203900/https://www.tameside.ac.uk/pages/article.aspx?article_id=5719 |archive-date=25 September 2022 |access-date=21 August 2022 |website=Tameside College}}</ref> He attended Hyde Clarendon Sixth Form College in Ashton-under-Lyne and studied software development and video game design in 2010.<ref name="Hyde">{{Cite web |date=3 December 2013 |title=Tutor inspires YouTube sensation |url=http://www.hyde.ac.uk/news.aspx?article_id=4929 |url-status=dead |archive-url=https://web.archive.org/web/20141111144255/http://www.hyde.ac.uk/news.aspx?article_id=4929 |archive-date=11 November 2014 |access-date=11 November 2014 |website=Hyde Clarendon Sixth Form College}}</ref><ref name="Wired" /> After leaving college, he briefly worked at McDonald's to purchase gaming equipment to record YouTube videos.<ref name="Tubefilter" /><ref name="Eurogamer" />
==Internet career== ===2008–2012: Online beginnings and corporate recognition=== Before the start of his YouTube career, Cassell uploaded commentary videos on various channels for three years.<ref name="Yahoo">{{Cite web |last=Waugh |first=Rob |date=16 January 2014 |title=How I got six million viewers on YouTube – and turned it into a full-time job |url=https://uk.news.yahoo.com/how-i-got-six-million-viewers-on-youtube---and-turned-it-into-a-full-time-job-162458055.html |url-status=live |archive-url=https://web.archive.org/web/20141111173743/https://uk.news.yahoo.com/how-i-got-six-million-viewers-on-youtube---and-turned-it-into-a-full-time-job-162458055.html |archive-date=11 November 2014 |access-date=11 November 2014 |website=Yahoo News}}</ref><ref name="BBCNorth" /> He started filming his gaming commentaries with his father's camera, and fashioned it with video game cases to point it at the TV.<ref name="Yahoo" /> He then acquired a capture card in 2008 to record his gameplay, in which he was inspired by video compilations of no-scope sniper kills on ''Call of Duty'' from a friend.<ref name="Yahoo" /><ref name="Wired" /> In regards to limited advances in technology, Cassell elaborated that video capturing content for YouTube was expensive. He admired the use of both commentary and gameplay in videos, as he was inspired by YouTuber Shaun Hutchinson.<ref name="Eurogamer" /><ref name="Wired" />
Cassell registered his gaming YouTube channel under the name "TheSyndicateProject" (renamed as "Syndicate") on 3 September 2010.<ref name="Eurogamer" /> On YouTube, he uploaded Let's Play videos on the video game franchises ''Halo'', ''Grand Theft Auto'', and ''Call of Duty''.<ref name="Yahoo" /><ref name="Halo1">{{Cite web |last=Clark |first=Travis |date=17 August 2018 |title=The 9 most popular Twitch streamers in the world, one of whom makes an estimated $560,000 a month playing video games |url=https://www.insider.com/most-popular-twitch-streamers-in-the-world-with-most-followers-2018-8 |url-status=live |archive-url=https://web.archive.org/web/20220925203853/https://www.insider.com/most-popular-twitch-streamers-in-the-world-with-most-followers-2018-8 |archive-date=25 September 2022 |access-date=16 August 2022 |website=Insider}}</ref><ref name="BBC1" /> He came to prominence with his videos on ''Call of Duty: Modern Warfare 2'' (2009) and the ''Call of Duty: Black Ops'' (2010) Zombies mode.<ref name="Wired" /><ref name="shorty" /> Cassell had amassed around 300,000 views on his ''Call of Duty'' gameplays when he received a contract offer from multi-channel network (MCN) Machinima. He described this offer as the start of his full-time career as a gaming YouTuber.<ref name="Yahoo" /> After passing 500,000 subscribers, his content featured ''Minecraft'' gameplay for the first time. His ''Minecraft'' Let's Play series included ''The Minecraft Project'', ''Trinity Island'',<ref name="Tubefilter" /><ref name="BBCNorth" /> and ''Mianite'', where Cassell forms a storyline through the game with fellow streamers on Twitch, such as Jordan Maron and Sonja Reid.<ref name="Eurogamer" /><ref name="shorty" /><ref name="Mianite1">{{Cite web |last=Seppala |first=Timothy |date=17 October 2015 |title=This is what success looks like on Twitch |url=https://www.engadget.com/2015-10-17-this-is-what-success-looks-like-on-twitch.html |url-status=live |archive-url=https://web.archive.org/web/20220202062015/https://www.engadget.com/2015-10-17-this-is-what-success-looks-like-on-twitch.html |archive-date=2 February 2022 |access-date=16 August 2022 |website=Engadget}}</ref>
In October 2012, ''Eurogamer'' reported that Cassell had attracted the attention ''Call of Duty'' publisher Activision during a 2011 GameCity convention. At the convention, Cassell drew video game journalists' attention to the YouTube gaming community and said that endorsement from a prominent company "is the best thing ever".<ref name="Eurogamer" /> His channel reached one million subscribers and over 370 million views in June 2012.<ref name="1Million">{{Cite web |last=Jaworski |first=Michelle |date=12 June 2012 |title=TheSyndicateProject hits 1 million YouTube subscribers |url=https://www.dailydot.com/unclick/youtube-syndicate-gaming-million-subscribers/ |url-status=live |archive-url=https://web.archive.org/web/20220812151611/https://www.dailydot.com/unclick/youtube-syndicate-gaming-million-subscribers/ |archive-date=12 August 2022 |access-date=13 August 2022 |website=The Daily Dot}}</ref> Kevin Dowling of ''The Sunday Times'' recognized him as the UK's most popular gamer and estimated that he earned £700,000 a year, or £60,000 a month. Dowling said that the engagement Cassell attracted was "because he led [an exciting life] beyond his gaming videos".<ref name="TheSundayTimes">{{Cite web |last=Dowling |first=Kevin |date=17 June 2012 |title=Got up, played, went to zoo, banked £60,000 |url=https://www.thetimes.com/article/got-up-played-went-to-zoo-banked-pound60000-dtrknjmlg2b |url-status=live |archive-url=https://web.archive.org/web/20141111145434/http://www.thesundaytimes.co.uk/sto/news/uk_news/Tech/article1062521.ece |archive-date=11 November 2014 |access-date=11 November 2014 |website=The Sunday Times}} {{subscription required|s}}</ref>
===2013–present: Vlogging ventures and advertising violations=== Cassell co-founded the entertainment company 3BlackDot with YouTubers Evan Fong and Adam Montoya in 2013,<ref name="TheHollywoodReporter">{{Cite web |last=Beresford |first=Trilby |date=1 April 2021 |title=Digital Studio 3BlackDot Inks Deal With Management Firm BavaMedia (Exclusive) |url=https://www.hollywoodreporter.com/business/digital/digital-studio-3blackdot-inks-deal-with-management-firm-bavamedia-exclusive-4158500/ |url-status=live |archive-url=https://web.archive.org/web/20220808142805/https://www.hollywoodreporter.com/business/digital/digital-studio-3blackdot-inks-deal-with-management-firm-bavamedia-exclusive-4158500/ |archive-date=8 August 2022 |access-date=5 August 2022 |website=The Hollywood Reporter |quote=Thomas 'Syndicate' Cassell}}</ref><ref name="Variety">{{Cite web |last=Spangler |first=Todd |date=27 January 2016 |title=Legendary Entertainment Acquires Stake in Digital Startup 3BlackDot (Exclusive) |url=https://variety.com/2016/digital/news/legendary-entertainment-3blackdot-1201689848/ |url-status=live |archive-url=https://web.archive.org/web/20220419235909/https://variety.com/2016/digital/news/legendary-entertainment-3blackdot-1201689848/ |archive-date=19 April 2022 |access-date=5 August 2022 |website=Variety}}</ref> along with former Machinima executives Angelo Pullen and Luke Stepleton.<ref name="Deadline">{{Cite web |last=Bloom |first=David |date=22 July 2014 |title=3BlackDot Hybrid Firm Emerges From Stealth Mode With Ex-'Duck Dynasty', Machinima Execs, Top YouTubers |url=https://deadline.com/2014/07/3blackdot-entertainment-machinima-youtube-games-influencers-807646 |url-status=dead |archive-url=https://web.archive.org/web/20141111014445/http://deadline.com/2014/07/3blackdot-entertainment-machinima-youtube-games-influencers-807646/ |archive-date=11 November 2014 |access-date=11 November 2014 |publisher=Deadline Hollywood}}</ref><ref name="GameDeveloper1">{{Cite web |last=Nutt |first=Christian |date=31 July 2014 |title=Startup puts YouTubers at its center, and that changes everything |url=https://www.gamedeveloper.com/business/startup-puts-youtubers-at-its-center-and-that-changes-everything |url-status=live |archive-url=https://web.archive.org/web/20220502202907/https://www.gamedeveloper.com/business/startup-puts-youtubers-at-its-center-and-that-changes-everything |archive-date=2 May 2022 |access-date=5 August 2022 |website=Gamasutra}}</ref> Cassell reached one billion views on his gaming channel in late 2013.<ref name="Tubefilter">{{Cite web |last=Gutelle |first=Sam |date=22 November 2013 |title=YouTube Billionaires: Syndicate Feels Like Fans Are Family |url=https://www.tubefilter.com/2013/11/22/pro-syndicate.-project-youtube-billionaires/ |url-status=live |archive-url=https://web.archive.org/web/20220814025609/https://www.tubefilter.com/2013/11/22/pro-syndicate.-project-youtube-billionaires |archive-date=14 August 2022 |access-date=31 July 2022 |website=Tubefilter}}</ref> Rob Waugh of ''Yahoo! News'' commented on Cassell's viewership as having "more viewers than hit TV shows such as ''EastEnders''". In January 2014, Cassell's gaming channel reached 6.7 million subscribers. He began to vlog on his "Life of Tom" channel between his residences in Los Angeles and the UK, the start of which he began to receive sponsorships.<ref name="shorty" /><ref name="Yahoo" /> In July, Cassell's gaming channel reached 7.6 million subscribers and ''Gamasutra'' had listed it as the 6th most-subscribed gaming channel on YouTube.<ref name="Deadline" /><ref name="MostSubscribed1">{{Cite web |last=Nutt |first=Christian |date=31 July 2014 |title=Gamasutra Explains: The YouTuber Phenomenon |url=https://www.gamedeveloper.com/business/gamasutra-explains-the-youtuber-phenomenon |url-status=live |archive-url=https://web.archive.org/web/20220613184326/https://www.gamedeveloper.com/business/gamasutra-explains-the-youtuber-phenomenon |archive-date=13 June 2022 |access-date=15 September 2022 |website=Gamasutra}}</ref>
alt=A man in a purple shirt is seen turning his head, facing the direction of the image|left|thumb|Cassell in a vlog from YouTuber MuzzaFuzza in 2014|175px Cassell's Twitch channel became the first to reach one million followers on 17 August, before Riot Games passed the milestone.<ref name="GWR1">{{Cite web |title=First person to reach one million followers on Twitch |url=https://www.guinnessworldrecords.com/world-records/376814-first-person-to-reach-1-million-followers-on-twitch |url-status=live |archive-url=https://web.archive.org/web/20220101211450/https://www.guinnessworldrecords.com/world-records/376814-first-person-to-reach-1-million-followers-on-twitch |archive-date=1 January 2022 |access-date=1 January 2022 |website=Guinness World Records|date=14 August 2014 }}</ref><ref name="GameInformer">{{Cite magazine |last=Hilliard |first=Kyle |date=6 October 2014 |title=Streaming Tips From Twitch's Most Followed User, Syndicate |url=https://www.gameinformer.com/b/features/archive/2014/10/06/streaming-tips-from-twitchs-most-subscribed-user-syndicate.aspx |url-status=live |magazine=Game Informer |archive-url=https://web.archive.org/web/20141028065316/http://www.gameinformer.com/b/features/archive/2014/10/06/streaming-tips-from-twitchs-most-subscribed-user-syndicate.aspx |archive-date=28 October 2014 |access-date=1 August 2022}}</ref> On Twitch, Cassell reached 120,000 concurrent viewers on a ''Call of Duty'' livestream on 24 August.<ref name="TheGuardian">{{Cite web |last=Hern |first=Alex |date=26 August 2014 |title=Amazon's $1bn deal for video streaming site Twitch is latest battle with Google |url=https://www.theguardian.com/technology/2014/aug/26/amazon-buys-video-streaming-website-twitch-1bn-dollars |url-status=live |archive-url=https://web.archive.org/web/20141111123532/http://www.theguardian.com/technology/2014/aug/26/amazon-buys-video-streaming-website-twitch-1bn-dollars |archive-date=11 November 2014 |access-date=2 August 2022 |website=The Guardian}}</ref> In November, Cassell signed to 3BlackDot's MCN Jetpak as the service went live for a better payment model.<ref name="LABusiness2">{{Cite web |last=Ellingson |first=Annlee |date=6 November 2014 |title=Ex-Machinima execs launch boutique MCN Jetpak |url=http://www.bizjournals.com/losangeles/news/2014/11/06/jetpak-a-new-challenger-in-multichannel-network.html |url-status=live |archive-url=https://web.archive.org/web/20141111145117/http://www.bizjournals.com/losangeles/news/2014/11/06/jetpak-a-new-challenger-in-multichannel-network.html |archive-date=11 November 2014 |access-date=11 November 2014 |website=L.A. Biz}}</ref><ref name="HeardWell1">{{Cite web |last=Weiss |first=Geoff |date=6 May 2016 |title=Syndicate, Twitch's Most-Followed Streamer, Releases Album Through Connor Franta's Heard Well Label |url=https://www.tubefilter.com/2016/05/06/syndicate-releases-album-through-connor-frantas-heard-well-music-label/ |url-status=live |archive-url=https://web.archive.org/web/20210510070323/https://www.tubefilter.com/2016/05/06/syndicate-releases-album-through-connor-frantas-heard-well-music-label/ |archive-date=10 May 2021 |access-date=5 August 2022 |website=Tubefilter}}</ref> ''Gamasutra'' later reported that Cassell uploaded Let's Play videos of 3BlackDot's game ''Dead Realm'',<ref name="Variety" /> which failed to comply with FTC guidelines regarding a disclosure of a sponsorship.<ref>{{Cite web |last=Wawro |first=Alex |date=19 August 2015 |title=Dead Realm publisher disregards FTC disclosure guidelines for YouTubers |url=http://www.gamasutra.com/view/news/251650/Dead_Realm_publisher_disregards_FTC_disclosure_guidelines_for_YouTubers.php |url-status=dead |archive-url=https://web.archive.org/web/20150820231059/http://gamasutra.com/view/news/251650/Dead_Realm_publisher_disregards_FTC_disclosure_guidelines_for_YouTubers.php |archive-date=20 August 2015 |access-date=21 August 2015 |website=Gamasutra |publisher=UBM plc}}</ref> In November 2015, his gaming channel was nearly at 10 million subscribers. ''Wired'' estimated Cassell's earnings to be {{USD|1 million}} a year.<ref name="Wired">{{Cite magazine |last=Ouimet |first=Maeghan |date=November 2015 |title=Meet Syndicate, the YouTube Star Behind the Gameplay Boom |url=https://www.wired.com/brandlab/2015/11/meet-syndicate-the-youtube-star-behind-the-gameplay-boom/ |url-status=live |magazine=Wired |archive-url=https://web.archive.org/web/20220419235909/https://www.wired.com/brandlab/2015/11/meet-syndicate-the-youtube-star-behind-the-gameplay-boom/ |archive-date=19 April 2022 |access-date=4 August 2022}}</ref>
Cassell attracted media attention in July 2016 when he promoted the skin gambling website ''CSGO'' Lotto along with Trevor Martin without disclosing a conflict of interest as vice-president of the company, in conflict with FTC regulations.<ref>{{Cite web |last=Crecente |first=Brian |date=7 July 2016 |title=CSGO Lotto and owners sued over 'illegal gambling' allegations |url=http://www.polygon.com/2016/7/7/12116902/csgo-lotto-and-owners-sued-over-illegal-gambling-allegations |url-status=live |archive-url=https://web.archive.org/web/20160708130307/http://www.polygon.com/2016/7/7/12116902/csgo-lotto-and-owners-sued-over-illegal-gambling-allegations |archive-date=8 July 2016 |access-date=9 July 2016 |website=Polygon |language=en-US}}</ref><ref name="Kotaku2">{{Cite web |last=Grayson |first=Nathan |date=7 July 2016 |title=YouTubers Behind Counter-Strike Gambling Scandal Get Sued |url=https://kotaku.com/youtubers-behind-csgo-lotto-scandal-get-sued-1783300898 |url-status=live |archive-url=https://web.archive.org/web/20220806020151/https://kotaku.com/youtubers-behind-csgo-lotto-scandal-get-sued-1783300898 |archive-date=6 August 2022 |access-date=5 August 2022 |website=Kotaku}}</ref> In his videos promoting the site, Cassell had disclosed the endorsements in their descriptions<ref>{{Cite web |date=5 July 2016 |title=YouTube gamers caught in gambling row |url=https://www.bbc.com/news/technology-36702905 |url-status=live |archive-url=https://web.archive.org/web/20220319233035/https://www.bbc.com/news/technology-36702905 |archive-date=19 March 2022 |access-date=19 March 2022 |website=BBC News}}</ref> and responded that he would be more transparent about these disclosures in the future.<ref>{{Cite web |last=Phillips |first=Tom |date=4 July 2016 |title=Steam warns users against gambling site after YouTube stars discovered as owners |url=http://www.eurogamer.net/articles/2016-07-04-youtube-stars-criticised-after-it-emerges-they-owned-gambling-site-they-promoted |url-status=live |archive-url=https://web.archive.org/web/20160704211746/http://www.eurogamer.net/articles/2016-07-04-youtube-stars-criticised-after-it-emerges-they-owned-gambling-site-they-promoted |archive-date=4 July 2016 |access-date=4 July 2016 |website=Eurogamer}}</ref> The FTC later reached a settlement agreement with Martin and Cassell in September 2017 for disclosing their legal relations and sponsorship deals with companies.<ref>{{Cite web |last=Cullins |first=Ashley |date=4 October 2017 |title=Feds Crack Down on Social Media "Influencers" Over Instagram Plugs |url=https://www.hollywoodreporter.com/news/general-news/feds-crack-down-social-media-influencers-instagram-plugs-1045396/ |url-status=live |archive-url=https://web.archive.org/web/20220319225038/https://www.hollywoodreporter.com/news/general-news/feds-crack-down-social-media-influencers-instagram-plugs-1045396/ |archive-date=19 March 2022 |access-date=19 March 2022 |website=The Hollywood Reporter}}</ref> There were no financial charges held against Cassell.<ref>{{Cite magazine |last=Crecente |first=Brian |date=7 September 2017 |title=Video Game Influencers Settle FTC Complaint Over Endorsement of CSGOLotto |url=https://www.rollingstone.com/glixel/news/video-game-influencers-settle-ftc-complaint-over-endorsement-w501795 |url-status=dead |archive-url=https://web.archive.org/web/20171119090433/https://www.rollingstone.com/glixel/news/video-game-influencers-settle-ftc-complaint-over-endorsement-w501795 |archive-date=19 November 2017 |access-date=26 June 2023 |magazine=Rolling Stone}}</ref><ref>{{Cite web |last=Phillips |first=Tom |date=8 September 2017 |title=YouTubers escape fine for promoting CSGO Lotto site they secretly owned |url=https://www.eurogamer.net/youtubers-escape-fine-for-promoting-csgo-lotto-site-they-secretly-owned |url-status=live |archive-url=https://web.archive.org/web/20220806021906/https://www.eurogamer.net/youtubers-escape-fine-for-promoting-csgo-lotto-site-they-secretly-owned |archive-date=6 August 2022 |access-date=5 August 2022 |website=Eurogamer}}</ref>
In 2016, Cassell's gaming and vlogging channel reached 10 and 2 million subscribers respectively,<ref name="shorty" /><ref name="Insider10Million">{{Cite web |last=Roberts |first=Hannah |date=24 November 2016 |title=The 19 biggest British YouTube stars |url=https://www.insider.com/the-uks-most-popular-youtube-channels-2016-11#6-the-syndicate-project-skilled-and-popular-video-game-vlogger-tom-cassell-14 |url-status=live |archive-url=https://web.archive.org/web/20220925203854/https://www.insider.com/the-uks-most-popular-youtube-channels-2016-11#6-the-syndicate-project-skilled-and-popular-video-game-vlogger-tom-cassell-14 |archive-date=25 September 2022 |access-date=21 August 2022 |website=Insider}}</ref> and in August 2018, his Twitch channel accumulated 2.6 million followers.<ref name="TheDailyDot">{{Cite web |last=Katzowitz |first=Josh |date=17 August 2018 |title=YouTube star shoots his Elon Musk flamethrower, police pay him a visit |url=https://www.dailydot.com/upstream/youtube-syndicate-elon-musk-flamethrower-police/ |url-status=live |archive-url=https://web.archive.org/web/20210619074706/https://www.dailydot.com/upstream/youtube-syndicate-elon-musk-flamethrower-police/ |archive-date=19 June 2021 |access-date=4 August 2022 |website=The Daily Dot}}</ref> Throughout his vlogging career, Cassell had travelled to Abu Dhabi and the Acropolis of Athens,<ref name="Dubai">{{Cite web |last=Asher |first=Viraj |date=29 October 2018 |title=Interview: YouTube Star Syndicate on Middle East, Gaming and Live Streaming |url=https://www.dubailad.com/interview-youtube-star-syndicate-on-middle-east-gaming-and-live-streaming/ |url-status=live |archive-url=https://web.archive.org/web/20210728052259/https://www.dubailad.com/interview-youtube-star-syndicate-on-middle-east-gaming-and-live-streaming/ |archive-date=28 July 2021 |access-date=12 August 2022 |website=Dubailad}}</ref> and received further recognition for his livestreams, as ''Insider'' ranked Cassell as the 7th most popular Twitch streamer worldwide.<ref name="Halo1" /> Activision then collaborated with Cassell to showcase and stream the "Gunfight" multiplayer mode in ''Call of Duty: Modern Warfare (2019)'' on Twitch.<ref name="CoDMW">{{Cite web |last=Jones |first=Camden |date=11 July 2019 |title=Modern Warfare multiplayer stream coming soon, new Gunfight mode revealed on Twitch |url=https://www.gamerevolution.com/news/565711-modern-warfare-multiplayer-stream-gunfight-reveal-activision |url-status=live |archive-url=https://web.archive.org/web/20220812151503/https://www.gamerevolution.com/news/565711-modern-warfare-multiplayer-stream-gunfight-reveal-activision |archive-date=12 August 2022 |access-date=15 September 2022 |website=GameRevolution}}</ref>
==Content== ===Online content=== [[File:Tom Cassell Insomnia 60.jpg|alt=A man with a black shirt is looking at the right.|thumb|175px|Cassell at the i60 Insomnia Gaming Festival]] Cassell maintained his schedule of two gaming videos daily.<ref name="Newsbeat" /> He described himself as a PC gamer and said that ''Minecraft'' had been the most popular game on his channel, having an interest in sandbox-styled video games.<ref name="BBCNewsround">{{Cite AV media |url=https://www.bbc.co.uk/newsround/av/24331272 |title=Syndicate talks Xbox One vs PS4 |date=1 October 2013 |type=Video |publisher=BBC Newsround |access-date=17 August 2022 |archive-url=https://web.archive.org/web/20150214043828/https://www.bbc.co.uk/newsround/24331272 |archive-date=14 February 2015 |url-status=live}}</ref> He advised others that consistency and quality was necessary for success.<ref name="GameInformer" /> Regarding content, he wanted gaming to be "more of an adventure" and liked the rapid use of social interaction in livestreams.<ref name="Tubefilter" /><ref name="Wired" /><ref name="HeardWell3" /> After gaming, Cassell's YouTube content shifted to vlogging, as he wanted his audience to know him outside of the genre.<ref name="Newsbeat">{{Cite AV media |url=https://www.youtube.com/watch?app=desktop&v=4yl7CsQwHu4 |title=Syndicate and Swanny – Newsbeat Gaming Show Episode 4 |date=8 April 2016 |type=Video |publisher=BBC Newsbeat |access-date=21 August 2022 |archive-url=https://web.archive.org/web/20220216033434/https://www.youtube.com/watch?v=4yl7CsQwHu4 |archive-date=16 February 2022 |url-status=live}}</ref> ''Kotaku'' described him as a daily vlogger.<ref name="Kotaku">{{Cite web |last=Grayson |first=Nathan |date=16 August 2018 |title=Cops Show Up At Popular YouTuber's Door Looking For His Elon Musk Flamethrower |url=https://kotaku.com/cops-show-up-at-popular-youtubers-door-looking-for-his-1828403897 |url-status=live |archive-url=https://web.archive.org/web/20220805032928/https://kotaku.com/cops-show-up-at-popular-youtubers-door-looking-for-his-1828403897 |archive-date=5 August 2022 |access-date=4 August 2022 |website=Kotaku}}</ref> He has frequently played Lisa Mitchell's song "Neopolitan Dreams", as it was one of the first tracks he received a free music license from.<ref name="HeardWell3" /> He was aware of potential negative aspects of vlogging, such as showcasing "drinking and partying", although wished to remain as authentic as possible online.<ref name="BBC1">{{Cite web |last=Powell |first=Steffan |date=8 April 2016 |title=Syndicate: I won't change my vlogs for anyone |url=https://www.bbc.com/news/newsbeat-35981642 |url-status=live |archive-url=https://web.archive.org/web/20220216004747/https://www.bbc.com/news/newsbeat-35981642 |archive-date=16 February 2022 |access-date=15 February 2022 |website=BBC News}}</ref><ref name="Dubai" /><ref name="Newsbeat" />
===Audience and reception=== Cassell set goals for himself for content creation, which included channel viewership and subscriber milestones.<ref name="Newsbeat" /> In an interview with the BBC, Cassell said that he did not intend to target a specific audience but "would not advise a 10-year-old to watch [his] videos". He described the demographics of his audience as "60% Americans, Canadians and [others] scattered around rest of the world".<ref name="Dubai" /><ref name="BBC1" /><ref name="Newsbeat" /> The initial purpose of Cassell's videos was to sustain an audience to work at a video game company.<ref name="Wired" /> His goal changed towards engaging people and making them feel involved.<ref name="Tubefilter" /> Will Porter of ''Eurogamer'' described him as a "cool older brother" and "the kid everyone wanted to be friends with at school".<ref name="Eurogamer" />
==Other ventures== Inspired by a trip to the US in 2011,<ref name="Tubefilter" /> Cassell co-founded a clothing company operated by his sister and his mother.<ref name="BBCNorth" /> Cassell was given the role as a judge at the British Academy Games Awards,<ref name="Eurogamer" /> and was featured in the mobile game ''Zombie Killer Squad''.<ref name="Tubefilter" /><ref name="Hyde" /> Released in November 2013, it was the first mobile game developed by 3BlackDot's game development branch.<ref name="LABusiness">{{Cite web |last=Yang |first=Melissah |date=6 November 2014 |title=3BlackDot Launches Multichannel Network |url=http://www.labusinessjournal.com/news/2014/nov/06/3blackdot-launches-multichannel-network |url-status=live |archive-url=https://web.archive.org/web/20141111162036/http://www.labusinessjournal.com/news/2014/nov/06/3blackdot-launches-multichannel-network/ |archive-date=11 November 2014 |access-date=11 November 2014 |website=Los Angeles Business Journal}}</ref><ref name="GameDeveloper1" /><ref name="Variety" /> Within nine days of release, the game had accumulated 1 million downloads and saw 2.6 million by July 2014. Stepleton believed that the success of the game was primarily due to fans of Cassell, as they "put zero promotional dollars behind traditional user acquisition".<ref name="Deadline" /> Cassell voiced Loki in the mobile game ''Marvel Avengers Academy'' and was featured in the feature-length documentary film ''Minecraft: Into the Nether''.<ref name="shorty" /><ref>{{Cite web |last=Votta |first=Rae |date=15 January 2015 |title=Learn about Minecraft's community and celebrity players in this new documentary |url=https://www.dailydot.com/parsec/minecraft-documentary/ |url-status=live |archive-url=https://web.archive.org/web/20210804220841/https://www.dailydot.com/parsec/minecraft-documentary/ |archive-date=4 August 2021 |access-date=13 August 2022 |website=The Daily Dot}}</ref>
Cassell was a guest star at the premiere of the ''Call of Duty: Black Ops III'' (2015) Zombies map "Shadows of Evil" at San Diego Comic-Con 2015.<ref name="HardcoreGamer">{{Cite web |last=Hannley |first=Steve |date=9 July 2015 |title=Call of Duty: Black Ops III Shadows of Evil Zombies Co-Op Mode Detailed, Screenshots and Trailer Released |url=https://hardcoregamer.com/videos/call-of-duty-black-ops-iii-shadows-of-evil-zombies-co-op-mode-detailed-screenshots-and-trailer-released/158010/ |url-status=live |archive-url=https://web.archive.org/web/20220925203854/https://hardcoregamer.com/videos/call-of-duty-black-ops-iii-shadows-of-evil-zombies-co-op-mode-detailed-screenshots-and-trailer-released/158010/ |archive-date=25 September 2022 |access-date=15 September 2022 |website=Hardcore Gamer}}</ref> He raised £75,000 for the Motor Neurone Disease Association in two weeks,<ref name="BBCNorth" /> and created the gaming fundraiser "GameStars" for the Make-A-Wish Foundation, where he supported critically ill children through gaming events at the Science and Industry Museum.<ref name="PCGamesN">{{Cite web |last=Bailey |first=Dustin |date=20 February 2020 |title=Make-A-Wish launches a gaming-focused fundraising effort with Syndicate |url=https://www.pcgamesn.com/make-a-wish-gamestars-syndicate |url-status=live |archive-url=https://web.archive.org/web/20220812151502/https://www.pcgamesn.com/make-a-wish-gamestars-syndicate |archive-date=12 August 2022 |access-date=25 August 2022 |website=PCGamesN}}</ref> In May 2016, he produced the compilation album ''Sounds of Syndication'' through record label Heard Well. The album is composed of 12 tracks of various artists, including electronic trio Klaypex and Lisa Mitchell.<ref name="HeardWell1" /><ref name="HeardWell2">{{Cite web |date=6 May 2016 |title=Vlogger Syndicate, Tom Cassell, releases his first 12-track compilation album |url=https://www.bbc.com/news/newsbeat-36228811 |url-status=live |archive-url=https://web.archive.org/web/20220419235909/https://www.bbc.com/news/newsbeat-36228811 |archive-date=19 April 2022 |access-date=5 August 2022 |website=BBC News}}</ref> He initially contacted the record label at a charity event to produce the album.<ref name="HeardWell3">{{Cite web |last=Furino |first=Giaco |date=6 May 2016 |title=Twitch Streamer Curates Album for Millions |url=https://www.vice.com/en/article/twitch-streamer-curated-album/ |url-status=live |archive-url=https://web.archive.org/web/20220419235909/https://www.vice.com/en/article/bmyam3/twitch-streamer-curated-album |archive-date=19 April 2022 |access-date=5 August 2022 |website=Vice}}</ref>
==Personal life== [[File:Tom Cassell 2023.jpg|thumb|265x265px|Cassell at the BTCC at the Silverstone in 2023]] At the age of 19, Cassell had a "£1 million house"<ref name="BBCNorth">{{Cite AV media |url=https://youtube.com/watch?v=MnJ1X_xPVFI |title=TheSyndicateProject on the BBC |date=10 February 2015 |type=Video |publisher=BBC North West Tonight |access-date=20 March 2022 |archive-url=https://web.archive.org/web/20220321005050/https://www.youtube.com/watch?v=MnJ1X_xPVFI&gl=US&hl=en |archive-date=21 March 2022 |url-status=live}}</ref> designed and constructed by him and his father. He has said that he prefers to be near his hometown. Inspired by the British television series ''Grand Designs'', he reconstructed the house in order to create a space for gaming.<ref name="Eurogamer" /> ''BBC North West Tonight'' described his residence as a "£1 million house", and ''Eurogamer'' reported that fans have traced his place of residence though Cassell's college route and Google Street View.
In 2012, Cassell dated social media influencer Kaitlin Witcher, known online as Piddleass.<ref name="BBC2" /><ref>{{cite web | url=https://www.dexerto.com/entertainment/twitch-streamer-kaitlinwitcher-baffled-after-seriously-odd-dmca-ban-1536121/ | title=Twitch streamer KaitlinWitcher baffled after seriously odd DMCA ban | date=18 March 2021 }}</ref><ref>{{cite web | url=https://www.twitch.tv/kaitlinwitcher/about?lang=en-gb | title=Twitch }}</ref> In June 2020 during the MeToo movement, Cassell was accused of sexual assault by Witcher during their relationship. That same month, Cassell was accused of sexual assault by Twitch streamer Natalie Casanova, known as TheZombiUnicorn, while the two were filming the Legends of Gaming show in 2016.<ref>{{cite web | url=https://www.bbc.com/news/newsbeat-53138158 | title=YouTuber Syndicate denies sexual assault claims | website=BBC News | date=25 June 2020 }}</ref> Cassell denied the allegations, stating that all activity was consensual, and described the situation as a "character assassination by social media".<ref name="BBC2" /><ref>{{Cite web |last=Alford |first=Aaron |date=24 June 2020 |title=Syndicate denies he sexually assaulted 2 women |url=https://dotesports.com/streaming/news/syndicate-denies-he-sexually-assaulted-2-women |url-status=live |archive-url=https://web.archive.org/web/20220419235911/https://dotesports.com/streaming/news/syndicate-denies-he-sexually-assaulted-2-women |archive-date=19 April 2022 |access-date=5 August 2022 |website=Dot Esports}}</ref>
In July 2023, Cassell announced that he and his long-term partner, Lydia Hewitt-Lee, were expecting their first child together.<ref>{{Cite AV media |url=https://www.youtube.com/watch?v=moeMoQJ5MbU |title=We're having a Baby! |date=4 July 2023 |last=Cassell |first=Thomas |type=Video |publisher=Life of Tom |access-date=2023-07-06 |via=YouTube}}</ref> In November 2023, their son was born.<ref>{{Cite web |author=Tom Cassell (@Syndicate) |date=2023-11-06 |title=Our Baby has Arrived |url=https://x.com/Syndicate/status/1721653753005093091 |access-date=2025-03-29 |publisher=Twitter/X}}</ref> In August 2024, Cassell purchased 110 acres of land close to his home. In December 2025, Cassell announced that he and Hewitt-Lee were having a second child.<ref>{{Cite AV media |url=https://www.youtube.com/watch?v=RTxnfTOZ_oc |title=We have some Exciting News to Share ❤️ |date=2025-12-25 |last=Life of Tom |access-date=2025-12-25 |via=YouTube}}</ref>
== Awards and nominations == {| class="wikitable sortable plainrowheaders" |+ {{sronly|Awards and nominations received by Tom Cassell}} |- ! scope="col" | Award ! scope="col" | Year ! scope="col" | Category ! scope="col" | Result ! scope="col" class="unsortable"| {{abbr|Ref.|Reference(s)}} |- ! scope="row" | BBC Radio 1 Teen Awards | 2014 | Best British Vlogger | {{nom}} | style="text-align: center;"|<ref name="BBCWinner">{{Cite web |title=BBC Radio 1 Teen Awards Winners 2014 |url=https://www.bbc.co.uk/programmes/articles/2LTZkvGzGRSwTw1cHpb592T/bbc-radio-1-teen-awards-winners-2014 |url-status=live |archive-url=https://web.archive.org/web/20211019164939/https://www.bbc.co.uk/programmes/articles/2LTZkvGzGRSwTw1cHpb592T/bbc-radio-1-teen-awards-winners-2014 |archive-date=19 October 2021 |access-date=5 August 2022 |website=BBC Radio 1}}</ref> |- ! scope="row" | ''Forbes'' | 2017 | Top Influencers: Gaming | {{won}} | style="text-align: center;"|<ref name="ForbesNom">{{Cite web |title=Top Influencers of 2017: Gaming |url=https://www.forbes.com/top-influencers/2017/gaming/#7a7a6f0c17df |url-status=live |archive-url=https://web.archive.org/web/20170808003511/https://www.forbes.com/top-influencers/2017/gaming/#7a7a6f0c17df |archive-date=8 August 2017 |access-date=5 August 2022 |website=Forbes}}</ref> |- ! scope="row" | Golden Joystick Awards | 2012 | YouTube Gamer | {{nom}} | style="text-align: center;"|<ref name="Eurogamer" /> |- ! scope="row" rowspan="4" | ''Guinness World Records'' | 2014 | First person to reach one million followers on Twitch | {{won}} | style="text-align: center;"|<ref name="GWR1" /> |- | 2015 | Most goals scored in a game of ''Rocket League'' by a team of 2 | {{won}} | style="text-align: center;"|<ref>{{Cite web |last=Daultrey |first=Stephen |date=9 September 2015 |title=Minecraft and Rocket League records smashed at Legends of Gaming event in London |url=https://www.guinnessworldrecords.com/news/2015/9/minecraft-and-rocket-league-records-smashed-at-legends-of-gaming-event-in-london-395623 |url-status=live |archive-url=https://web.archive.org/web/20220101193823/https://www.guinnessworldrecords.com/news/2015/9/minecraft-and-rocket-league-records-smashed-at-legends-of-gaming-event-in-london-395623 |archive-date=1 January 2022 |access-date=1 January 2022 |website=Guinness World Records}}</ref>{{efn|Shared with Daniel Middleton}} |- | rowspan="2" | 2016 | Highest score in offline Team Deathmatch using only the knife and combat axe on ''Call of Duty: Black Ops III'' (team of two) | {{won}} | style="text-align: center;"|<ref>{{Cite web |last=Lynch |first=Kevin |date=24 August 2016 |title=Video: Watch Legends of Gaming stars Ali-A and Syndicate battle for Call of Duty world record |url=https://www.guinnessworldrecords.com/news/2016/8/video-ali-a-vs-syndicate-watch-legends-of-gaming-stars-battle-it-out-for-call-440961 |url-status=live |archive-url=https://web.archive.org/web/20220101200829/https://www.guinnessworldrecords.com/news/2016/8/video-ali-a-vs-syndicate-watch-legends-of-gaming-stars-battle-it-out-for-call-440961 |archive-date=1 January 2022 |access-date=1 January 2022 |website=Guinness World Records}}</ref>{{efn|Shared with Alastair Aiken}} |- | Most followed Twitch channel | {{won}} | style="text-align: center;"|<ref>{{Cite web |last=Swatman |first=Rachel |date=14 September 2016 |title=World records broken at Legends of Gaming Live and YouTuber Syndicate receives certificate |url=https://www.guinnessworldrecords.com/news/2016/9/world-records-broken-at-legends-of-gaming-live-and-youtuber-syndicate-receives-ce-443948 |url-status=live |archive-url=https://web.archive.org/web/20220101195325/https://www.guinnessworldrecords.com/news/2016/9/world-records-broken-at-legends-of-gaming-live-and-youtuber-syndicate-receives-ce-443948 |archive-date=1 January 2022 |access-date=1 January 2022 |website=Guinness World Records}}</ref> |- ! scope="row" | Shorty Awards | 2017 | Gaming | {{nom}} | style="text-align: center;"|<ref name="shorty">{{Cite web |title=The Syndicate Project – Gaming – The Shorty Awards |url=https://shortyawards.com/9th/prosyndicate |url-status=live |archive-url=https://web.archive.org/web/20220101193824/https://shortyawards.com/9th/prosyndicate |archive-date=1 January 2022 |access-date=1 January 2022 |website=Shorty Awards}}</ref><ref>{{Cite web |last=Lee |first=Ashley |date=17 January 2017 |title=Shorty Awards Nominees Include Ryan Reynolds, Kristen Bell, Leslie Jones (Exclusive) |url=https://www.hollywoodreporter.com/lists/shorty-awards-2017-nominees-include-ryan-reynolds-kristen-bell-leslie-jones-964507/ |url-status=live |archive-url=https://web.archive.org/web/20220531010536/https://www.hollywoodreporter.com/lists/shorty-awards-2017-nominees-include-ryan-reynolds-kristen-bell-leslie-jones-964507 |archive-date=31 May 2022 |access-date=5 August 2022 |website=The Hollywood Reporter}}</ref> |- |}
==See also== * List of YouTubers * List of people from Manchester
==Notes== {{Notelist}}
==References== {{Reflist}}
== External links == {{Commons}} * {{YouTube|u=TheSyndicateProject}} * {{YouTube|u=SyndicateCentral|Syndicate's vlogging|suffix=}} * {{Twitch|id=syndicate|name=Syndicate's channel}} * [https://x.com/Syndicate Syndicate on X] * [https://www.instagram.com/syndicate/ Syndicate on Instagram]
{{Portal bar|Biography|Internet|Gaming|England|Greater Manchester}} {{authority control}}
{{DEFAULTSORT:Syndicate}} Category:1993 births Category:20th-century English people Category:21st-century English people Category:English Twitch (service) streamers Category:Call of Duty players Category:English-language YouTube channels Category:English video bloggers Category:English gaming YouTubers Category:Let's Players Category:Living people Category:YouTubers from Manchester Category:Minecraft YouTubers Category:People from Oldham Category:Vlogs-related YouTube channels Category:YouTube channels launched in 2010 Category:YouTube travel vloggers Category:British YouTube vloggers