GameSquare Holdings, the parent company of esports organisation FaZe Clan, has entered into a partnership with MEGA Advanced Ltd., the company that owns and runs the Esports Awards and The Mobies (The Mobile Awards). Under the deal, GameSquare will take over sales duties for both award shows, meaning it will be responsible for finding and signing sponsors for the events.

GameSquare will pitch sponsorship packages to brands that want to be associated with the two award shows, using its existing relationships with companies as well as its work across content creators, media, data and live events. In a press release, GameSquare mentioned that the latest addition gives it more inventory to offer brands looking to reach younger audiences, specifically Gen Z, Gen Alpha and Millennial gamers. The company also highlighted that, “by expanding the number of properties available through its platform, GameSquare can create additional sponsorship inventory, develop larger integrated brand programs and extend successful partnerships across multiple areas of its ecosystem.”

The Esports Awards started in 2016 and recognises people and organisations in competitive gaming, including players, teams, content creators, game publishers, brands and others who contribute to the industry. The Mobies came later in 2023 as a separate awards event focused specifically on mobile gaming.

Esports Leaders, the executive gathering at the 5-star Hôtel du Collectionneur will bring together senior decision-makers in and around esports and gaming during the closing days of the Esports World Cup. Find more details at this link.

Mike Ashford, CEO of MEGA, said, “We have built the Esports Awards and The Mobies into global platforms that celebrate the people and companies advancing gaming and mobile culture. GameSquare brings extensive brand relationships and an integrated set of commercial capabilities across gaming, creators, content and experiences. We believe this partnership can expand the commercial reach of both properties and create compelling new ways for brands to participate in our events and communities.”

Justin Kenna, CEO of GameSquare, said, “Premium IP is an increasingly important part of GameSquare’s strategy and strengthens the value of our end-to-end commercial platform. The Esports Awards and The Mobies are recognised platforms that bring together many of the leading players, creators, publishers, organisations and brands across gaming. Adding these properties to our commercial portfolio gives us more high-quality inventory to bring to market and creates another opportunity to connect global brands with highly engaged gaming audiences.”

The partnership with MEGA Advanced is just one of several agreements GameSquare has secured in recent months. Earlier this year, the company renewed and expanded its long-standing partnership with Riot Games, extending a relationship that dates back to 2019. Around the same time, GameSquare also teamed up with the U.S. Army Installation Management Command to produce Soldier Showdown 8 (SS8).

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