Ninja joins GameSquare as CIO, launches Ninja Labs incubator

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GameSquare announced today that it has hired Tyler “Ninja” Blevins as its Chief Innovation Officer. Blevins will spearhead the company’s growth opportunities, starting with an incubator called Ninja Labs. GameSquare plans to use the new venture to create ideas and products aimed at youth culture.

According to GameSquare, Ninja Labs’ mandate is to “curate disruptive strategies, pursue new business opportunities, and explore next-generation technologies to accelerate industry growth in pop culture.” Using GameSqaure’s merchandising, marketing and content creation resources, Ninja Labs will develop consumer products, original IPs and new creators.

Blevins said, “I want to build the next big thing in gaming and I found it at GameSquare. Justin and the team have built a world-class platform that will help me innovate and create exciting experiences to inspire the next generation of streamers and leave a lasting impact on the industry.”

Justin Kenna, CEO of GameSquare, said in a statement: “Ninja is a once-in-a-generation talent whose reputation transcends gaming. As gaming continues to converge with entertainment and pop culture, its ability to innovate and connect with multi-generational audiences around the world will be vital as we launch the next evolution of GameSquare and strive to create something truly disruptive in the space ».


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GameSquare has a variety of resources to provide Ninja Labs. GameSquare is the parent company of Complexity Esports, marketing firms Gaming Community Network, Code Red and Zoned, merchandising specialist Mission Supply Co. and Fourth Frame Studios production facilities. In addition, the company recently announced plans to merge with Engine Gaming & Media, which owns Stream Hatchet among other digital companies.

Ninja isn’t GameSquare’s first experience hiring creators. TimtheTatman and Dennis “Cloakzy” Lepore both joined Complexity Esports as part owners. Both hires were designed to broaden her audience.

GameSquare joins other esports companies investing in young creators as a path to profitability. Misfits Gaming Group launched a $20 million creator fund late last year. GameSquare has invested in many industries related to esports and creators. This incubator — with Ninja’s vision and platform — will help GameSquare maximize those elements.

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