Tyler Blevins will join GameSquare, the gaming venture 40%-owned by billionaires Jerry Jones and John Goff, as its chief innovation officer. The job comes with equity and a mandate to forge the future of the esports industry.
Tyler ‘Ninja’ Blevins joins the Jerry Jones-backed gaming company GameSquare as Chief Innovation Officer.Tyler Blevins has done more than anyone to drag gaming into mainstream consciousness. Over the past decade, the streamer known as Ninja has led a generation of gamers who turned a hobby into a legitimate career and eventually a multimillion-dollar fortune. Now, at 31, Blevins says he’s starting to think about what life could be like after streaming.
Blevins says he’ll continue to create content under the Complexity brand, which is the esports organization under the GameSquare umbrella, while working behind-the-scenes with the company on strategy and its relationships with brands. He’ll be the face of the forthcoming Ninja Labs, a program which has yet to be fully sketched out but will include co-ownership of tangible products and intellectual property both for himself and for creators within an incubator program that will be developed.
, and real estate tycoon Goff, whose properties include the Canyon Ranch spa in Arizona, have since combined to invest around $40 million of cash, stock, equity or credit in GameSquare. GameSquare, for example, sees esports as a “marketing expense,” says CEO Justin Kenna. He claims a more diversified model for his company, which owns a content studio and a media agency in addition to the esports, audience data and merchandising found elsewhere. Keeping everything in house keeps costs lower, but also allows the company to execute deals and campaigns for talent across any organization.
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