GameSquare Holdings, Inc., the media and technology company behind FaZe Clan, has announced a strategic partnership with the Animecoin Foundation, a non-commercial organisation supporting the Animecoin ecosystem. Under the agreement, GameSquare will acquire up to $2.5 million in Animecoin ($ANIME) on the open market and serve as the foundation’s agency of record for one year. Animecoin will also appear on FaZe Clan’s jersey.
GameSquare will collaborate with Azuki, an LA-based anime company behind Anime.com and early contributor at Animecoin Foundation, for both physical and digital products targeting gaming and anime fans. The partnership aims to increase awareness of Animecoin, create new products, and integrate anime culture with gaming experiences.
However, FaZe Clan holds a controversial record regarding crypto promotion. The “Save the Kids” pump-and-dump scheme in 2021, promoted by some members, attracted widespread criticism. Earlier this year, former CEO Richard “Banks” Bengtson resigned following disputes over MLG Coin, a failed cryptocurrency project. Whether Animecoin can help FaZe Clan’s crypto ventures regain credibility remains to be seen.
Justin Kenna, CEO of GameSquare, described the partnership as delivering “both immediate revenue and long-term asset value,” while Alex “Zagabond” Xu, CEO of Azuki, called it “the first step in Animecoin’s institutional partnership strategy.” Animecoin currently has a fully diluted value of over $180 million.
The deal resonates with GameSquare’s evolving onchain treasury strategy, managed alongside partner Dialectic, which has grown from $100 million to $250 million. The company’s Web3 strategy targets annualised yields through Ethereum-based holdings, financialised cultural assets, and creative agency services aimed at supporting crypto-native organisations.
