GameSquare and Barnes & Noble Education Partner for Esports and Gaming Initiatives

GameSquare Holdings has partnered with Barnes & Noble Education to launch esports and gaming initiatives in colleges. The partnership aims to deliver dynamic collegiate esports and gaming experiences. Terms of the deal were not disclosed.

GameSquare Holdings (NASDAQ: GAME) has entered into a strategic partnership with Barnes & Noble College, a division of Barnes & Noble Education (BNED), to deliver dynamic collegiate esports and gaming experiences across the U.S. The partnership, announced on September 3, 2025, aims to engage nearly 6 million students across over 1,100 physical and virtual campus bookstores [1].

Under the terms of the agreement, Barnes & Noble College will promote and support a new collegiate esports and gaming program developed and managed by GameSquare's expanding experiences business. The programming will feature multiple competitions throughout the 2025–2026 academic year, including high-impact events such as online qualifiers and live finals held on a national stage [1].

GameSquare CEO Justin Kenna stated, "Gaming and competitive esports are a huge part of campus life, and it's important to offer programming that fosters competition, education, and social connection. We are providing students with opportunities to build their legacies on campus and earn valuable experiences, all with support and guidance from our established platform" [1].

Barnes & Noble College Chief Merchandise & Operations Officer Celeste Risimini-Johnson added, "We are committed to creating vibrant and innovative campus experiences. Gaming and esports are a natural extension of the spirited, social, and community-driven student life we support. We partner with dynamic brands that resonate with our campus partners and the students we serve, and through our collaboration with GameSquare, we're excited to offer students new opportunities to connect, compete, and thrive" [1].

The partnership supports GameSquare's student-focused mission and leverages the company's rapidly growing experiences business, which includes recent activations for Displate at San Diego Comic-Con, 100 Thieves Summer Block Party, EPIC's Into the Zone Feat. Clix in London, and Deloitte at North Carolina A&T University for its partners at Burrell Communications [1].

GameSquare Holdings is a cutting-edge media, entertainment, and technology company transforming how brands and publishers connect with Gen Z, Gen Alpha, and Millennial audiences. The company operates a blockchain-native Ethereum treasury management program designed to generate on-chain yield and enhance capital efficiency [1].

References:
[1] https://www.prnewswire.com/news-releases/gamesquare-and-barnes--noble-college-partner-to-create-new-collegiate-gaming-tournaments-and-programming-302544016.html