How GameSquare’s new chief innovation officer shows esports orgs’ changing approach to creator-executives

Prominent streamer and gaming influencer Tyler “Ninja” Blevins announced a new stage of his career on Wednesday, joining the esports company GameSquare as its first chief innovation officer. GameSquare’s decision to hire Blevins to a C-level position is evidence that esports companies still believe in the power of creator-executives — when their energies are channeled into the right role, at least.

Blevins’ hiring comes during a time in which investors are increasingly questioning the effectiveness of the esports industry’s creator–executives. Following controversies such as the September 2022 ouster of G2 Esports’ former-pro-gamer CEO Carlos “ocelote” Rodriguez, some industry observers have questioned whether it is financially beneficial for creators and pro gamers to be given powerful executive roles at esports companies valued in the hundreds of millions of dollars.

Blevins with GameSquare and Dallas Cowboys executives

GameSquare is an esports holding company with a portfolio that includes prominent endemic brands such as the Texas-based esports team Complexity and the esports agency Code Red. As GameSquare’s chief innovation officer, Blevins will advise the company’s advertisers on how to best reach the gaming community, in addition to overseeing Ninja Labs, a research and development practice intended to develop new content formats and original intellectual properties for GameSquare. GameSquare is not the first esports company to bring a CIO on board; the role is also used by companies such as Evil Geniuses, Wisdom Gaming and BLAST.

“As CIO of GameSquare, I’ll be able to use what I’ve learned to make an impact at the company, and also within the industry,” Blevins said. “I’ve always prided myself on being first in a lot of the things I’ve done; through Ninja Labs, we’ll push the envelope for how brands can connect with audiences through gaming culture.”

Blevins is gaining equity in GameSquare as part of the deal, although GameSquare CEO Justin Kenna declined to share specific details about the structure of the agreement. Although Blevins will appear in GameSquare branded content as part of his new job, he isn’t exactly a member of GameSquare’s talent roster — he’s an executive whose role involves interfacing with other businesspeople more than regular fans.

“He’s speaking on behalf of the company, rather than streaming on behalf of the brand,” Kenna said.

Over the past year, other creator–owners at gaming organizations such as One True King have embroiled their companies in scandals related to their immature or even purportedly sexist behavior, putting potential sponsors on alert for the gaming industry’s brand safety issues. Although Blevins has faced online criticism in the past for controversial situations such as accidentally rapping a racial slur and refusing to stream with female gamers, his new, relatively behind-the-scenes executive role could help him keep a wide berth from potential controversies in the future.

Kenna is well aware of these potential risks, but confident that Blevins’ skills will still be beneficial to GameSquare, stressing that the streamer’s role at the company would be rooted in creativity, not in-depth business strategy. …read more

Source:: Digiday

Author: Aaron