GameSquare Holdings, Inc. (NASDAQ: GAME) announced on February 23, 2026 that it has entered into an asset purchase agreement to acquire TubeBuddy, an AI‑enabled creator‑technology platform, from BENlabs. The transaction will be financed with the issuance of 5 million shares of GameSquare’s newly designated Series A‑2 Preferred Stock to BENlabs; the monetary value of the deal was not disclosed.
The acquisition adds a scalable creator‑technology layer to GameSquare’s existing ecosystem, which already includes talent management, data analytics, esports IP (including FaZe Clan) and a blockchain‑native Ethereum treasury program. TubeBuddy’s platform, which serves over 10 million creators, provides search‑engine optimization, workflow, analytics and productivity tools that help creators and digital publishers grow and monetize their YouTube channels. By integrating TubeBuddy, GameSquare aims to deepen its direct relationships with creators, unlock new data‑driven brand partnership opportunities and broaden its high‑margin agency services.
GameSquare’s 2026 pro‑forma guidance reflects the expected contribution of TubeBuddy. Management projects revenue of $85 million to $90 million, a gross margin of 35 % to 40 %, and a positive adjusted EBITDA exceeding $5 million. These figures represent a significant improvement over GameSquare’s current margins and signal confidence that the acquisition will accelerate growth and profitability.
CEO Justin Kenna said, "Our mission is to assemble a powerful combination of technology, media assets, and creator tools to power this next generation ecosystem. TubeBuddy represents exactly the type of innovative, high‑utility technology resource that strengthens our platform and positions GameSquare to serve brands, creators, and audiences at scale." He added, "With the addition of TubeBuddy and continued operating discipline, we are entering 2026 with meaningful momentum and a strong financial foundation for continued growth and value creation."
The deal aligns with broader industry trends that emphasize AI‑enabled tools for content optimization and monetization on platforms such as YouTube. By adding TubeBuddy to its portfolio, GameSquare positions itself to capture a larger share of the creator economy, leveraging its existing talent and data assets to offer an integrated ecosystem spanning content, community, data and performance marketing.
The acquisition is a material event that could materially affect GameSquare’s financial performance and competitive positioning. Investors should note the strategic intent behind the deal and the projected 2026 guidance as indicators of the company’s growth trajectory.
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