GameSquare, the Jerry Jones-backed esports and gaming lifestyle organization, has expanded its portfolio by creating FaZe Media -- a new venture focused on creator-led intellectual property and internet media. The new brand will zero in on developing a creator-led internet media company, while GameSquare retains full ownership of FaZe Gaming's esports competition assets. The deal was made possible in part by an $11 million investment from Matt Kalish, president and co-founder of DraftKings North America, who will also become a board member of FaZe Media. A majority stake (51%) of FaZe Media is owned by GameSquare, with Kalish holding the remaining 49%.
FaZe Media will be led by CEO Richard "FaZe Banks" Bengtson, a founding member of FaZe Clan.
The new media arm aims to leverage the value of the FaZe brand by placing creative control back into the hands of its original leaders. Before the acquisition of FaZe Clan by GameSquare, FaZe had gone through many changes in its focus, with fans believing the esports organization lost its original appeal. However, by refreshing its talent roster and producing engaging content, FaZe Media looks to strengthen its presence within the creator economy and reconnect with an audience that had cooled on its interaction with the brand. The new company plans to expand licensing and sponsorship opportunities and deliver a wide range of to-be-announced-later products, merchandise, and events.
Following the brand's relaunch on April 27, FaZe Clan said it saw fans return, noting record engagement across social media platforms, trending as the No. 1 topic on X (formerly Twitter) in the U.S. The brand's search interest on YouTube and Google surged to levels not seen since 2020 and 2019, respectively, amassing over 350 million social media impressions. The relaunch has also brought in new members FaZe Max, FaZe Silky, FaZe Jason, and FaZe Lacy, infusing the roster with new talent.
