GameSquare acquires Complexity Gaming for $27 million
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Complexity Gaming Gamesquare acquisition
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GameSquare acquires Complexity Gaming for $27 million

The combined entity will work to build a global esports powerhouse
Image of Amy Chen
Amy Chen
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Published: Jun 30, 2021 10:09 am

GameSquare Esports Inc. has acquired Complexity Gaming for a total of $27 million USD. Jason Lake, the CEO of Complexity, will continue to lead the esports organization and take up the role of global head of esports at GameSquare.

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What this means for Complexity

The combination of GameSquare and Complexity will work toward building a global esports powerhouse, the press release stated. Complexity will have access to GameSquare’s branding expertise, content creation, marketing and sales in order to expand on an international scale.

In addition, Complexity will increase its investment in areas of competitive gaming, content creation and first-party gaming events.

“Complexity’s rich history in esports and gaming was a natural fit for GameSquare as we strive to build the future of esports,” said GameSquare CEO Justin Kenna.

GameSquare to raise 17 million CAD

Kenna added that Complexity is a combination of winning teams, professional management and world-class facilities. He noted that relationships with the Dallas Cowboys, the Jerry Jones family and Goff Capital cannot be understated.

Jerry Jones of the Dallas Cowboys and John Goff will lead GameSquare’s raise of $17 million CAD. Meanwhile, Dallas Cowboys CFO Tom Walker and Travis Goff, a member of the Complexity Board and the president of Goff Capital, will be part of the GameSquare Board of Directors.

GameSquare has also entered into an esports and gaming partnership with the Dallas Cowboys.

“Professional gaming has grown at an incredible pace in the three and a half years since our group acquired Complexity Gaming,” Jones said. He added that the Dallas Cowboys partnership with GameSquare will stay true to the team’s commitment to winning and aid in Complexity’s revenue growth. Meanwhile, Lake’s esports experience and financial background will strengthen GameSquare.

“We’re fully committed to building on our player-first mentality and winning more championships for our fans while expanding our brand internationally,” Lake said.

In addition to Complexity, GameSquare’s portfolio of esports and gaming organizations include the Gaming Community Network and Code Red Esports Ltd. The company also has minority ownership of the esports teams LGD.REC and Rainbow7.

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Author
Image of Amy Chen
Amy Chen
Amy Chen is an esports journalist and enthusiast who specializes in in-depth interviews and breaking news. A University of Toronto and Humber College graduate, she is passionate about building up the Canadian esports industry. Her current favorite games are Hearthstone and Heroes of the Storm, and she has always had a soft spot for World of Warcraft!
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