FaZe Clan’s $75 million product licensing business could represent the future of esports

After a difficult year in 2023, FaZe Clan is looking to re-enter the esports limelight — and it’s using its lucrative brand licensing business to accomplish the task.

GameSquare’s acquisition of FaZe Clan, reported by Digiday last October, went through last month. The storied esports organization is now part of GameSquare’s broader portfolio, which also includes gaming and esports companies such as Ninja Labs and Stream Hatchet. Since then, FaZe Clan’s social channels have gone relatively dark, but the esports org is looking to officially relaunch as soon as this week, backed by GameSquare’s sales and marketing arms.

“We’re getting a lot of content banked; we don’t want to just go live and be the same old FaZe,” said GameSquare CEO Justin Kenna. “So yeah, the team are in there and working. We have a centralized group sales meeting where the teams are sharing and cross-selling and upselling.”

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