North American streamer and content creator Tyler ‘Ninja’ Blevins has joined esports and gaming company GameSquare as its new Chief Innovation Officer.
In his new position, Blevins will head Ninja Labs, a new innovation hub created by the company that will be focused on creating concepts and ideas that aim to help GameSquare reach wider audiences. Ninja Labs will include content and products.
Blevins is one of the most known streamers in the world, known by his alias Ninja and his streams of Fortnite. Blevins’ was one of the first streamers to sign a deal with Mixer, Microsoft’s now-defunct platform, and has since returned to Twitch. He also wrote and published books, worked on an electronic music album and collaborated with numerous brands.
Interestingly, Blevins joins GameSquare as not just an advisor, but as a leader of a newly-founded department inside the company. GameSquare wants to use his expertise to reach wider audiences, and Blevins himself noted that he is interested in “making the next big thing in gaming.”
Although details about the new venture are slim, the company announced that Blevins will use Ninja Labs to create digital content and new “disruptive experiences”. GameSquare also owns its own merchandise and product department called Mission Supply which will likely be important for the Ninja Labs sub-brand.
Justin Kenna, the CEO of GameSquare, commented: “Ninja is a once-in-a-generation talent whose reputation transcends gaming.
“As gaming continues to converge with entertainment and pop culture, his ability to innovate and connect with multigenerational audiences around the world will be crucial as we usher in the next evolution of GameSquare and look to create something truly disruptive in the space.”
GameSquare Esports has recently merged with Engine Gaming and Media and owns Fourth Frame Studios, a content company.