GameSquare Holdings, the parent company of North American esports organisation Complexity, has appointment Paul Loakim as its Head of Events.
Loakim will head GameSquare’s events segment, which is tasked with creating gaming and esports events alongside the company’s clients and partners.
Paul Loakim is a senior figure in the entertainment industry, with more than 15 years of experience in events and marketing. Loakim joins GameSquare after holding the position of Director of Development at creative agency Redrock Entertainment. During his career, he also worked at the Australian Football League and spent six years at NCompass International.
According to GameSquare, Loakim’s expertise in large-scale events and brand activations will be instrumental to growing the company’s events business. GameSquare pointed out that its 2022 collaboration with content creator TimTheTatman on the TimTheTatman Tailgate event is a good demonstration of the shape and scale of future events.
GameSquare is slowly becoming a dominating force in both North American and global esports. The announced the acquisition of FaZe Clan in October 2023, and owns esports agency Code Red, streaming data company Stream Hatchet, creative and production studio Fourth Frame, and merchandise brand Mission Supply, among others.
Justin Kenna, CEO of GameSquare commented: “To support our growing experiences business, I am pleased to announce the addition of Paul to our team.
“Paul brings 16 years of events and marketing experience, and I am excited to see the growth of our events business under Paul’s leadership, as our brand partners look for new, innovative ways to drive customer engagement.”
When considering the variety of different business verticals GameSquare has, it isn’t surprising to see the organisation invest more into events, which can tie much of its verticals together; from merchandise and esports to content production and marketing.