GameSquare Expands Its Business with Esports Awards and The Mobies Sponsorship Management

GameSquare Holdings, the parent company of FaZe Clan, has entered into a partnership agreement with MEGA Advanced Ltd. Under the terms of the deal, GameSquare takes on commercial responsibilities for sourcing and securing sponsors for two major gaming award shows — the Esports Awards and The Mobies, both owned by MEGA.

To execute the agreement, GameSquare will leverage its own partner networks across content creation, live events, media, and analytics. This will provide brands with a single point of entry to engage with younger audiences — Gen Alpha, Gen Z, and Millennials.

MEGA Advanced CEO Mike Ashford noted that after turning the Esports Awards and The Mobies into global platforms, bringing on GameSquare with its commercial capabilities will expand the reach of both events and create new participation formats for brands.

In turn, GameSquare CEO Justin Kenna emphasized that bringing in premium intellectual property is a crucial part of the company's strategy, strengthening its end-to-end commercial platform and uniting leading players, publishers, content creators, and organizations.

Both award shows cover different segments of the gaming industry:

• Esports Awards: Founded in 2016 to recognize achievements across traditional esports among players, teams, publishers, brands, and content creators.
• The Mobies: Debuted in 2023 and specializes exclusively in the mobile gaming sector.

Thanks to the deal, advertisers seeking to reach fans of both traditional and mobile esports gain the opportunity to negotiate through a single commercial partner.

The partnership with MEGA is part of GameSquare's broader strategy to consolidate commercial rights in the market. The company regularly expands its portfolio with high-quality assets for the subsequent sale of sponsorship packages.

As part of this strategy, GameSquare previously took a number of steps:

• acquired the FaZe Clan organization in 2024;
• renewed and expanded its long-standing collaboration with Riot Games, which dates back to 2019;
• created the Soldier Showdown 8 tournament series in partnership with the U.S. Army Installation Management Command.

Experts note that this model reflects the transformation of esports sponsorship along the lines of traditional sports. Rather than building its own products from scratch, GameSquare acquires rights to already recognized brands, offering advertisers comprehensive access to teams, events, award shows, and streamers under a single agreement.

As a reminder, the USA became the absolute leader in qualifications for the first Esports Nations Cup 2026.