Complexity parent company launches production studio with former FaZe executive

by Adam Fitch  · 
Complexity parent company launches production studio with former FaZe executive

Esports and gaming parent company GameSquare Esports has launched a studio aimed at producing "culturally relevant" content across gaming, sports, and wider entertainment.

The basics: Fourth Frame Studios is the latest addition to GameSquare Esports' vast portfolio.

  • The studio will target Gen Z audiences and will have a "network" of creators across the entertainment space.
  • Fourth Frame will be headed up by Oluwafemi “Femi” Okusanya, FaZe Clan's former Vice President of Content who originally joined the organization as Post Production Manager in February 2018.
  • It has tapped Jordan Fisher, an actor, singer, and dancer to fulfil the role of Creative Advisor for Original IP Development and hired former 100 Thieves Vice President of Marketing Mark Rasoul as its Strategic Brand Consultant.
Fourth Frame Studios
The studio will target Gen Z audiences with its gaming and sports content creators.

The portfolio: GameSquare Esports has quickly made a name for itself in gaming and esports through its roster of companies.

  • GameSquare acquired Cut+Sew and Zoned, marketing agencies founded by Matt Hilman, Devon Woodruff, and Sean Maher, for $7.85M in July 2021.
  • Also among the company's portfolio are veteran esports organization Complexity Gaming (which it bought for $27M), talent agency Code Red Esports, and defunct organization Team Reciprocity (which still owns a CrossFire franchise in partnership LGD Gaming, 40% of Latin American League of Legends franchise Rainbow7, and Gaming Community Network).
  • It counts veteran skateboarder Tony Hawk, Jordan Belfort of Wolf of Wall Street fame, and Conor McGregor's agency Paradigm Sports — led by Audie Attar — as advisors.

The larger picture: GameSquare's game plan is quickly coming together, but what is it?

  • Esports organizations are notoriously reliant on sponsorship revenue to keep trucking along. Sustainable revenue streams are required should they wish to reach profitability in the foreseeable future.
  • GameSquare may well not need to rely on its esports teams to bring in enough revenue to keep the entire company afloat with content, marketing, and talent agencies all having proven business models that can be largely lucrative.
  • Its team brands can serve as means of gathering eyeballs and invested fans to the company, which would be useful for a potential sale in the future, or for when GameSquare acquires or founds more complementary, monetizable services that fans can be funnelled towards.
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