GameSquare Holdings, the parent company of FaZe Esports, has appointed Tom Wild as Vice President of Creative Strategy for the EMEA region (Europe, the Middle East and Africa).

GameSquare stated in the official announcement that Wild, in his new role, will work alongside the company’s existing EMEA team to help plan and develop marketing campaigns for brands in the region. He will report to Paul Ioakim, GameSquare’s Head of Agency, based in London.

Wild has around 14 years of experience in marketing and advertising, having worked at agency groups WPP, Publicis and Omnicom on both UK and international accounts. Most recently, he also set up and ran the strategy department at Fuse International, a sports and entertainment marketing agency.

“I’m excited to support GameSquare’s expansion across EMEA,” said Wild, “the region presents a vibrant, fast-evolving landscape where brands need bold, culturally resonant strategies to stand out. My focus will be on accelerating our regional capabilities, and collaborating with our talent and clients to deliver transformative creative strategies that drive real business impact.”

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“Tom brings deep strategic experience across global brands, sports and entertainment and is an excellent addition to our team. His appointment strengthens our capabilities in an important growth market and supports our focus of bringing GameSquare’s best-in-class creative, strategy and execution capabilities to brands around the world,” added Ioakim.

While it is not explicitly mentioned in the official announcement, Wild will likely have some involvement in managing esports marketing campaigns, given that the company holds esports-related subsidiaries across the EMEA region. In Europe specifically, the company owns a targeted portfolio of European companies focused on esports and gaming data. These include Code Red Esports Ltd, a UK-based talent agency representing esports players and content creators. GameSquare also owns Stream Hatchet, a Spanish company that tracks and analyses livestreaming data.

Stream Hatchet recently secured a major partnership with the Esports Foundation to serve as a provider for the Esports World Cup (EWC), supplying data and analysis for the event. Beyond its subsidiaries, GameSquare recently signed a sponsorship sales agreement with MEGA Advanced Ltd., the company behind Esports Awards and The Mobies (The Mobile Awards).

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