GameSquare Esports acquires Complexity Gaming

3 July 2021

International gaming and eSports company GameSquare Esports has acquired Complexity Gaming, one of the premier and longest-standing American eSports organization for $27 million in an all-stock transaction.

The acquisition of Complexity continues the momentum for GameSquare who has steadily been expanding its eSports business including the addition of Code Red, the acquisition of Reciprocity with its media sales and branded content pipeline at GCN, Inc., the producers of the largest collegiate esports tournaments series in the US combining 10 NCAA conferences to find the best eSports teams across different gaming titles, and the hiring of several key C-level staff to manage growth and drive the business. 

The combined entity will set its sights on building a global eSports powerhouse. With access to GameSquare's content creation, sales, marketing, and branding expertise, Complexity will be able to expand its international footprint. Complexity will continue to operate at their headquarters in Frisco, Texas, with an increased investment in key growth areas of eSports competition, gaming content creation, and first-party gaming events. 

In addition, GameSquare has entered into a multi-year esports and gaming partnership to become the agency of record for the Dallas Cowboys. "Professional gaming has grown at an incredible pace in the three and a half years since our group acquired Complexity Gaming," said Jerry Jones, owner of the Dallas Cowboys. "I am confident that the partnership with GameSquare will fast track revenue growth at Complexity while staying true to the team's commitment to winning. We're investing in Justin's experience in esports, his financial background, and the bench strength of the team he leads to build GameSquare into the most successful esports organization in the world."

"Complexity is already one of the most renowned esports brands in the world. Gaining access to GameSquare's wealth of experience and resources will lead us through the next phase of growth. We're fully committed to building on our player-first mentality and winning more championships for our fans while expanding our brand internationally," added Complexity CEO Jason Lake, who will continue to lead the organization and will also serve as Global Head of eSports for GameSquare.

Credit photo Complexity