GameSquare just bought TubeBuddy. So…what is GameSquare?

GameSquare. It just closed a deal to acquire TubeBuddy, BENlabs‘ SEO, analytics, and “productivity tool” that was marketed as AI-forward and claims to have served over 10 million creators, major media companies, and global publishers by helping them optimize channel performance and growth on YouTube.

In exchange for TubeBuddy, GameSquare issued 5 million shares of preferred stock to BENlabs–and, while the duo declined to report the actual financial value of the acquisition, GameSquare is currently trading at $0.28/share, meaning 5 million shares = $1.4 million.

Justin Kenna, GameSquare’s CEO, said that with the acquisition (and future M&As), his company’s goal is to “assemble a powerful combination of technology, media assets, and creator tools to power this next generation ecosystem.”

In a press release, GameSquare (which was founded in 2011 and is headquartered in Frisco, Texas) specifically said it expects TubeBuddy’s assets to add “first-party creator and channel data capabilities” and “powerful cross-platform brand and performance marketing solutions,” and says they will “create new integration opportunities across GameSquare’s media, esports, and creator network.”

But TubeBuddy isn’t GameSquare’s first acquisition toward this goal. You may recognize its name from another previous high-profile acqui: FaZe Clan.

Back in 2023, when FaZe was desperately trying to recover from its disastrous IPO, GameSquare stepped in as its new owner. The deal split FaZe in half, with one side (FaZe Media) largely focused on content creation and talent, and the other half (FaZe Holdings) focused on esports.

Since then, the two halves have further split. In mid-2025, GameSquare divested of its 25.5% stake FaZe Media, leaving it under the control of Matt Kalish, the DraftKings co-founder who invested $11M in FaZe during its IPO recovery (and proceeded to alienate most of the FaZe talent roster, leading to an explosive en masse walkout on Christmas Day

That means GameSquare’s remaining stake in FaZe Clan is in its esports sector, which tracks with GameSquare’s other acquisitions: It paid $10.36 million for Complexity Gaming in 2024, and bought Code Red Esports in 2020.

GameSquare overall describes itself as a company that “helps brands and esports play together,” but the TubeBuddy acquisition makes it clear GameSquare plans to aim beyond esports. In a press release, it says its offerings now include “award-winning creative services” and “advanced analytics” that deliver “authentic connections” to Gen Z, Gen Alpha, and Millennial audiences “across gaming, esports, and youth culture.”

GameSquare pushing for space in other niches isn’t surprising when you look at the numbers. Investing.com‘s report shows GameSquare’s stock is currently near its 52-week low of $0.27, and has lost 69% of value over the past year.

When GameSquare acquired Code Red Esports, it tied the news to an announcement that it would begin trading on the Canadian Securities Exchange. It’s doing something similar with the TubeBuddy news by simultaneously revealing its 2026 guidance.

In that guidance, it said it expects TubeBuddy to increase recurring software and subscription revenue, all of which will contribute to annual projected revenue of $85 to $90 million, with a gross margin of 35-40% and a “positive EBITDA exceeding $5 million.”

As Investing.com notes, that margin is a large jump from GameSquare’s current gross of 18%.

So…what’s the deal here? We’re looking at a company that keeps its eye out for established, creator-forward businesses and scoops them up for its portfolio. Judging by its financials, though, this strategy hasn’t hit the big one–at least, not yet. TubeBuddy might bring it fresh direction outside of esports,