GameSquare and Barnes & Noble College Partner To Create New Collegiate Gaming Tournaments and Programming
GameSquare (NASDAQ:GAME) has announced a strategic partnership with Barnes & Noble College to create collegiate esports and gaming programs across the United States. The partnership will reach nearly 6 million students through over 1,100 physical and virtual campus bookstores.
The collaboration will feature multiple competitions throughout the 2025-2026 academic year, including online qualifiers and live finals on a national stage. The initiative is backed by compelling market data showing that over 90% of college students play video games, with 35% playing daily. Additionally, more than 200 U.S. colleges and universities now offer varsity-level competitive gaming programs.
GameSquare (NASDAQ:GAME) ha annunciato una partnership strategica con Barnes & Noble College per sviluppare programmi universitari di esports e gaming negli Stati Uniti. L'accordo coinvolgerà quasi 6 milioni di studenti attraverso oltre 1.100 librerie universitarie, sia fisiche che virtuali.
La collaborazione prevede diverse competizioni nel corso dell'anno accademico 2025-2026, con qualificazioni online e finali dal vivo su palcoscenici nazionali. L'iniziativa si basa su dati di mercato che mostrano come oltre il 90% degli studenti universitari giochi ai videogiochi, di cui il 35% gioca quotidianamente. Inoltre, più di 200 college e università statunitensi offrono ormai programmi di gaming competitivo a livello varsity.
GameSquare (NASDAQ:GAME) ha anunciado una alianza estratégica con Barnes & Noble College para crear programas universitarios de esports y gaming en Estados Unidos. La asociación llegará a casi 6 millones de estudiantes a través de más de 1.100 librerías de campus, tanto físicas como virtuales.
La colaboración incluirá varias competiciones durante el curso académico 2025-2026, con clasificatorios en línea y finales presenciales a nivel nacional. La iniciativa se apoya en datos de mercado que indican que más del 90% de los estudiantes universitarios juegan videojuegos, y que el 35% juega a diario. Además, más de 200 colleges y universidades en EE. UU. ya ofrecen programas de juego competitivo de nivel varsity.
GameSquare (NASDAQ:GAME)가 Barnes & Noble College와 전략적 파트너십을 체결해 미국 전역의 대학 대상 이스포츠 및 게임 프로그램을 구축합니다. 이 파트너십은 1,100개 이상의 온·오프라인 캠퍼스 서점을 통해 거의 600만 명의 학생에게 도달할 예정입니다.
협력은 2025–2026 학년도 동안 온라인 예선과 전국 규모의 라이브 파이널을 포함한 여러 대회를 진행합니다. 이 사업은 대학생의 90% 이상이 비디오 게임을 한다는 시장 데이터와 35%는 매일 게임을 한다는 통계를 근거로 합니다. 또한 미국 내 200개 이상의 대학 및 칼리지가 이미 바시티 수준의 경쟁 게임 프로그램을 제공하고 있습니다.
GameSquare (NASDAQ:GAME) a annoncé un partenariat stratégique avec Barnes & Noble College pour créer des programmes universitaires d'esports et de gaming aux États-Unis. Le partenariat touchera près de 6 millions d'étudiants via plus de 1 100 librairies de campus, physiques et virtuelles.
La collaboration comprendra plusieurs compétitions durant l'année universitaire 2025-2026, avec des qualifications en ligne et des finales en direct à l'échelle nationale. L'initiative s'appuie sur des données de marché montrant que plus de 90 % des étudiants universitaires jouent aux jeux vidéo, dont 35 % quotidiennement. De plus, plus de 200 collèges et universités américains proposent désormais des programmes de jeu compétitif au niveau varsity.
GameSquare (NASDAQ:GAME) hat eine strategische Partnerschaft mit Barnes & Noble College bekanntgegeben, um Hochschul-eSports- und Gaming-Programme in den USA aufzubauen. Die Partnerschaft wird über 1.100 physische und virtuelle Campus-Buchläden nahezu 6 Millionen Studierende erreichen.
Die Zusammenarbeit umfasst mehrere Wettbewerbe im Akademischen Jahr 2025–2026, darunter Online-Qualifikationen und Live-Finals auf nationaler Bühne. Die Initiative stützt sich auf Marktangaben, wonach über 90 % der Hochschulstudierenden Videospiele spielen, davon 35 % täglich. Außerdem bieten inzwischen mehr als 200 US-Colleges und -Universitäten varsity‑level Programme für kompetitives Gaming an.
- Access to a massive student audience of nearly 6 million across 1,100+ campus locations
- Partnership taps into high-growth market with 90% of college students playing video games
- Expansion of GameSquare's experiences business with major institutional partner
- Strategic alignment with growing trend of varsity-level gaming programs in universities
- Financial terms and revenue potential not disclosed
- Full event schedule still pending announcement
Insights
GameSquare's partnership with Barnes & Noble College gives it access to 6M students across 1,100 campuses, strategically expanding its collegiate esports footprint.
GameSquare has secured a potentially transformative channel partnership that instantly connects it with nearly 6 million college students across more than 1,100 campus locations. This partnership with Barnes & Noble College represents a significant distribution advantage in the competitive collegiate esports market.
The strategic value lies in how this agreement positions GameSquare within the rapidly growing collegiate gaming ecosystem. With over 90% of college students playing video games and 35% playing daily, this partnership taps into an already-engaged audience. More importantly, the collegiate esports infrastructure is expanding rapidly, with over 200 U.S. colleges now offering varsity-level competitive gaming.
This partnership intelligently leverages existing campus infrastructure through BNC's established bookstore network, creating an efficient distribution model for GameSquare's programming without requiring massive capital investment. The full-year programming approach (2025-2026 academic year) suggests a sustainable revenue opportunity rather than one-off events.
GameSquare appears to be executing a strategic pivot toward experiences and live events, as evidenced by their mention of recent activations with brands like Displate, 100 Thieves, EPIC, and Deloitte. This Barnes & Noble College partnership significantly scales that business segment by providing consistent, year-round programming opportunities across a nationwide network.
The partnership gives GameSquare valuable legitimacy in the collegiate space through association with an established education retailer, potentially opening doors to additional campus and education-sector partnerships.
Strategic partnership focused on delivering esports and gaming programming and access to more than 1,100 physical and virtual campus bookstores, reaching nearly 6 million students
This partnership brings together two organizations with a shared commitment to creating innovative and engaging student experiences. 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. GameSquare and Barnes & Noble College will release the full event schedule later this year.
"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," said Justin Kenna, CEO of GameSquare. "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. We're thrilled to partner with Barnes & Noble College to expand our reach and deliver meaningful, student-centered experiences across campuses nationwide."
Gaming and esports have become deeply embedded in the college experience. According to ygam.org, over
"At Barnes & Noble College, we're 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," stated Celeste Risimini-Johnson, Chief Merchandise & Operations Officer, Barnes & Noble College. "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 — whether from their residence hall or on a national stage."
Today's announcement 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
ABOUT BARNES & NOBLE EDUCATION, INC.
Barnes & Noble Education, Inc. (NYSE: BNED) is a leading solutions provider for the education industry, driving affordability, access, and achievement at hundreds of academic institutions nationwide and ensuring millions of students are equipped for success in the classroom and beyond. Through its family of brands, BNED offers campus retail services and academic solutions, wholesale capabilities, and more. BNED is a company serving all who work to elevate their lives through education, supporting students, faculty, and institutions as they make tomorrow a better and smarter world.
For more information about Barnes & Noble Education, visit www.bned.com.
For more information about Barnes & Noble College, visit www.bncollege.com.
ABOUT GAMESQUARE HOLDINGS, INC.
GameSquare (NASDAQ:GAME) is a cutting-edge media, entertainment, and technology company transforming how brands and publishers connect with Gen Z, Gen Alpha, and Millennial audiences. With a platform that spans award-winning creative services, advanced analytics, and FaZe Clan, one of the most iconic gaming organizations, we operate one of the largest gaming media networks in
To learn more, visit www.gamesquare.com.
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