GameSquare Holdings, Inc., the media and technology firm behind FaZe Clan and other gaming ventures, is set to host a livestream on 29 July 2025 to present its evolving onchain treasury strategy, which has been amplified from $100 million to $250 million. The event will feature CEO Justin Kenna alongside crypto finance figures Ryan Zurrer (Dialectic), Robert Leshner (Superstate), and Rhydon Lee (Goff Capital).
The livestream follows a series of announcements that signal GameSquare’s strategic pivot into crypto-based treasury management. Having recently raised $70 million through a public offering to help fund the initiative—with shares priced at $1.50—the company is progressing toward a goal of allocating $100 million into Ethereum-based assets, with broader authorisation already approved for up to $250 million.
The programme is being developed in partnership with Swiss crypto investment firm Dialectic and built atop its Medici platform. GameSquare aims to use Medici’s machine learning-driven infrastructure to generate annual onchain yields between 8–14%, well above traditional ETH staking benchmarks of 3–4%.
In addition to increasing its ETH holdings to over 10,000 ETH (including a recent $30 million purchase), GameSquare has launched an NFT-focused yield strategy, targeting stablecoin returns in the 6–10% range. The approach involves deploying capital into culturally significant Ethereum-native digital assets, such as the recently acquired Cowboy Ape CryptoPunk, which the company views as both a cultural and financial asset.
“Rather than passively holding Ethereum, we’re putting it to work in a proprietary way with best-in-class partners,” said Kenna in a recent statement. “This isn’t a hedge, it’s a multi-year growth strategy.”
GameSquare’s broader objective is to leverage its experience in digital media, creative production, and gaming to build a differentiated, yield-generating crypto treasury. The company views the initiative not only as a financial strategy but as an extension of its digital-native operations, including gaming brand FaZe Clan.
Kenna emphasised that the company’s move into decentralised finance is consistent with its existing focus: “At GameSquare, we know how to build with the right people, people who’ve earned trust in digital-native culture. It’s how we’ve helped brands enter gaming, and it’s how we’re approaching crypto.”
GameSquare expects to deploy returns generated by the strategy into additional Ethereum acquisitions or reinvestment into its broader growth initiatives. The company has framed the initiative as part of a longer-term plan to bring crypto-native financial practices to the public markets while strengthening its operational base.
The livestream, scheduled for 29 July 12:00 p.m. ET, can be accessed via GameSquare’s investor portal.
