GameSquare and DairyMAX Expand Partnership With ‘Level Unlocked’

Credit: GameSquare

Publicly-traded esports and gaming company GameSquare Holdings (NASDAQ:GAME, TSXV:GAME) and U.S.-based, non-profit regional dairy council Dairy MAX announced Wednesday the official launch of a new campaign called “Level Unlocked” that aims to educate the gaming community on the importance of “balanced nutrition and building healthy habits.” This new campaign is part of an expanded partnership with GameSquare subsidiaries Complexity Gaming and marketing agency ZONED Gaming.

Financial terms of the expanded partnership were not disclosed.

As part of this new effort, Dairy MAX is working with GameSquare content creators to produce a series that shows the importance of bringing dairy and proper nutrition into daily routines. GameSquare talent are creating cross-platform content on TikTok, Twitch, and other social media platforms—this content includes cooking live streams featuring talent such as Repullze, DiazBiffle, and Ninjayla preparing meals and answering fan questions about nutrition.

In addition, Level Unlocked will utilize Fourth Frame Studios’ content and ZONED Gaming’s “creative strategy” for its campaign, and Dairy MAX will also be working with GameSquare subsidiary Gaming Community Network, who launched the first Level Unlocked tournament last week as part of the overall campaign.

Dairy MAX is a non-profit, regional dairy council representing more than 900 dairy farmers and serving communities in Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas and Wyoming.

Dairy MAX began its relationship with Complexity in March 2021 in a collaboration to promote esports player performance through proper nutrition. In October 2022, it partnered with Gaming Community Network (GCN) to produce the “Fuel Up to Play 60 Madden NFL 23 Open Tournament,” which saw local Dallas students compete in EA SPORTS Madden NFL 23 for a chance to become “an honorary Dallas Cowboys player for a day.”