GameSquare and Dairy MAX Expand Partnership and Launch 'Level Unlocked,' New Campaign to Reinforce How Nutrition Fuels Healthy Lifestyles Among Gamers

Part of GameSquare and Dairy MAX's ongoing commitment to build a healthier gaming community, Level Unlocked taps creators to curate content surrounding unique dietary choices

FRISCO, TX / ACCESSWIRE / July 12, 2023 / GameSquare Holdings Inc. ("GameSquare", or the "Company") (NASDAQ:GAME)(TSXV:GAME) and Dairy MAX, one of the leading regional dairy councils in America, announced Level Unlocked, a new campaign designed to educate the gaming community about the importance of balanced nutrition and building healthy habits. As part of an expanded partnership with GameSquare subsidiaries Complexity Gaming and next-gen marketing agency ZONED Gaming, Dairy MAX is working with a diverse group of gaming creators to produce a creative content series showcasing how they incorporate dairy into their daily routines.

"Leading organizations like Dairy MAX are turning to GameSquare to reach young consumers in new, exciting ways, and we are thrilled to expand our relationship, which demonstrates the value we provide brands that are looking to reach these audiences," said Justin Kenna, CEO, GameSquare. "Our deep understanding of the gaming landscape, paired with our diverse marketing capabilities and vast creator network provide the perfect opportunity for Dairy MAX to promote healthy lifestyle choices amongst young consumers and their parents while also shifting the perception of poor diet in the gaming community."

Central to Level Unlocked, GameSquare talent will create cross-platform content to reinforce the importance of a balanced diet and the impact on performance. In addition to curated videos on TikTok, Twitch, and other social platforms, creators will host cooking livestreams to discuss the concept of individuality and shine a spotlight on how everyone's nutritional needs and preferences are different. During these streams, creators will organize a Q&A for fans to discuss healthy lifestyle practices and share their favorite recipes. Participating talent includes Repullze, DiazBiffle and Ninjayla.

"Our partnership with GameSquare through the Level Unlocked campaign elevates our connection to younger consumers in a virtual space," says Marty McKinzie, Dairy MAX Chief Growth Officer. "Through GameSquare talent we are able to deliver messaging about the importance dairy plays in their cognitive development and overall performance and well-being in a space where they are most receptive."