Ninja nabs C-level position at esports org GameSquare

The new Chief Innovation Officer at GameSquare is one of the most popular streamers on the internet. The esports organization affiliated with the Dallas Cowboys has tapped Tyler Blevins — known by the moniker Ninja — for a C-level role that will be centered around an incubator called Ninja Labs.

In his new position, Blevins will harness his gaming know-how to “build the next big thing in gaming.” In a statement, the 31-year-old gamer described Ninja Labs as a “world-class platform” that will “inspire the next generation of streamers and leave a lasting impact on the industry.”

That’s a bold claim, but Blevins certainly commands enough influence to launch an impactful incubator. With his record-breaking Fortnite streams, he rose to prominence on Twitch and the defunct platform Mixer. He has since expanded his reach to “everywhere,” but not before he pretended to quit the internet for good.

Details about specific Ninja Labs initiatives have not yet been made public, but Blevins’ incubator will be able to leverage GameSquare’s broad portfolio, which includes multiple subsidiary companies. Two of the Toronto-based firm’s most notable holdings are talent agency Code Red and esports franchise Complexity Gaming.

Complexity is co-owned by Dallas Cowboys head honcho Jerry Jones (pictured above, with Ninja) and based out of the Cowboys’ headquarters in Frisco, Texas. Its partners include some of the most-watched streamers on Twitch and YouTube Gaming, such as TimTheTatman and Cloakzy. Thanks to Ninja’s alliance with GameSquare, the company’s partners now reach a collective audience of 290 million followers across all platforms.

In a statement, Jones described Blevins as a bold creator whose big moves will bring innovation to GameSquare. “Ninja’s commitment to creativity and vision for Ninja Labs will directly support new revenue opportunities for GameSquare and impact their continued rise as one of the most successful gaming and entertainment organizations in the world,” Jones added. “We’re thrilled to be part of it.”

GameSquare cemented its pact with Blevins two months after it announced a definitive arrangement agreement with influencer marketing platform Engine Gaming. GameSquare shareholders own about 60% of the combined entity, which is publicly traded under the ticker symbol GAME.