Zoned, a GameSquare Company, and Dairy MAX Announce Renewal of Multi Year Partnership
Rhea-AI Summary
Zoned (NASDAQ:GAME) renewed and expanded a multi-year partnership with Dairy MAX on January 21, 2026, marking the fourth annual renewal. The collaboration follows the award-winning "Farm to Fork" Fortnite program, which began with Farm Tycoon (April 2024) and added Diner Tycoon (July 2025). Key metrics: 85,000+ hours played, 20 million impressions, 45,000+ direct engagements, and an average session time of 27 minutes. Diner Tycoon reached #1 Top Rated Fortnite experience in the U.S. and globally during its first weekend. Zoned will continue building custom gaming experiences, educational modules, influencer extensions, and content to expand dairy education to Gen Z and Gen Alpha.
Positive
- Fourth annual renewal of the Zoned–Dairy MAX partnership
- 85,000+ hours played across Farm Tycoon and related experiences
- 20 million impressions from the Farm to Fork initiative
- 45,000+ direct engagements indicating measurable user interaction
- Average session 27 minutes, nearly double Fortnite's average
- Diner Tycoon reached #1 Top Rated Fortnite experience in first weekend
Negative
- None.
News Market Reaction – GAME
On the day this news was published, GAME gained 2.52%, reflecting a moderate positive market reaction. Argus tracked a peak move of +6.7% during that session. Our momentum scanner triggered 6 alerts that day, indicating moderate trading interest and price volatility. This price movement added approximately $1M to the company's valuation, bringing the market cap to $47M at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
GAME fell 5.58% while key peers were mixed: GDC -8.05%, GMGI -5.06%, SKLZ -4.09%, MYPS -0.56%, and SNAL +1.98%. With no peers in the momentum scanner and no same-day peer headlines, this move appears more stock-specific than part of a coordinated sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 16 | Investor conference | Neutral | -1.0% | Participation in Sequire Investor Summit with presentation and 1x1 meetings. |
| Jan 06 | Share repurchase | Positive | +0.6% | Repurchase of 543,057 shares totaling $248,319 under buyback authorization. |
| Dec 12 | Share repurchase | Positive | -5.1% | Repurchase of 1,038,787 shares for $563,801 as part of capital allocation. |
| Dec 02 | Investor conference | Neutral | +2.8% | Presentation and investor meetings at iAccess Alpha virtual conference. |
| Dec 01 | Product launch | Positive | -12.6% | Launch of Stream Hatchet AI Campaign Builder for influencer marketing. |
Recent history shows occasional negative reactions to arguably positive corporate developments (buybacks, AI product launch), suggesting a tendency toward skepticism or selling into news.
Over the last few months, GameSquare has highlighted capital returns, product launches, and investor outreach. In December 2025–January 2026, it executed multiple share repurchases and participated in investment conferences (Dec 9–10, 2025 and Jan 20–22, 2026). The AI Campaign Builder launch on Dec 1, 2025 coincided with a -12.63% move, while buyback announcements saw mixed reactions. Against this backdrop, the renewed Dairy MAX partnership adds to a narrative of deepening commercial and brand relationships.
Market Pulse Summary
This announcement highlights the fourth renewal and expansion of GameSquare’s partnership with Dairy MAX, anchored by award-winning Fortnite campaigns that generated over 20 million impressions and 85,000 hours played. In the context of prior partnerships with brands and esports organizations, it reinforces GameSquare’s focus on branded experiences and education-driven activations. Investors may watch for future disclosures that quantify revenue impact or additional multi-year agreements.
AI-generated analysis. Not financial advice.
Expansion follows the award-winning "Farm to Fork" Fortnite campaign, which earned a coveted Shorty Impact Award for Gamification.
FRISCO, TEXAS / ACCESS Newswire / January 21, 2026 / Zoned, a GameSquare (NASDAQ:GAME) company, today announced that it has renewed and expanded its multi-year partnership with Dairy MAX, one of the country's leading dairy organizations. This is the fourth annual renewal of the longstanding partnership between Dairy MAX and Zoned. The renewal comes on the heels of the widely acclaimed "Farm to Fork" initiative for Dairy MAX, which was recently honored with a Shorty Impact Award in the Gamification category, recognizing the campaign's innovation and impact in digital education.
"Farm to Fork" introduced a new model for mission-driven education inside Fortnite, beginning with Farm Tycoon in April 2024, an immersive world that teaches players how modern dairy farms operate. Farm Tycoon delivered more than 85,000 hours played, over 20 million impressions, and 45,000+ direct engagements, with an average session time of 27 minutes, nearly double Fortnite's average. It proved that real-world education could drive virtual immersion.
In July 2025, the program expanded with Diner Tycoon, a second custom Fortnite world that brings the dairy journey full circle and allows players to run a diner, craft dairy-rich meals, and learn about nutrition and sustainability in an engaging, interactive format. Diner Tycoon surged to #1 Top Rated Fortnite experience in the U.S. and globally within its first weekend. Together, the two experiences delivered millions of impressions, strong completion rates, and deep engagement among Gen Z and Gen Alpha audiences. Ultimately, they are helping shape real-world perceptions about dairy farming and nutrition.
"This partnership demonstrates how powerful gaming can be as a storytelling and education platform," said Justin Kenna, GameSquare's CEO. "Our work with Dairy MAX has set a new standard for purpose-driven worldbuilding in Fortnite, and the Shorty Impact Award validates the innovation and creativity behind this program. We're excited to expand this partnership and continue pushing boundaries together."
"Dairy MAX is deeply committed to meeting younger audiences where they spend their time. And today, that's in games like Fortnite," said Essence Riley, vice president of consumer growth at Dairy MAX. "Zoned has helped us translate the dairy story into an authentic, interactive experience that uses entertainment as a powerful gateway to learning and connecting with students, families and communities. The next phase of this partnership allows us to build on that success and bring even more educational content to life through engaging experiences."
Under the renewed partnership, Zoned will continue to build custom gaming experiences, new educational modules, influencer extensions, and content that further modernize how dairy education is delivered.
The partnership underscores the growing demand for purpose-driven experiences in gaming, while extending GameSquare's position as a leader in connecting brands, communities, and mission-oriented organizations with next-generation audiences.
About Dairy MAX:
Dairy MAX represents dairy farm families across eight states, who together are responsible for producing
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 Esports, one of the most iconic gaming organizations, we operate one of the largest gaming media networks in North America. As a digital-native business, GameSquare provides brands with unparalleled access to world-class creators and talent, delivering authentic connections across gaming, esports, and youth culture. Complementing our operating strategy, GameSquare has developed an innovative treasury management program designed to generate yield and enhance capital efficiency, reinforcing our commitment to building a dynamic, high-performing media company at the intersection of culture, technology, and next-generation financial innovation.
To learn more, visit www.gamesquare.com.
About ZONED:
ZONED is a marketing firm built to move the internet forward. Powered by chronically online strategists, creatives, and niche experts, we help brands authentically connect with their audiences by decoding consumer behavior and identifying hot pockets of culture that create early adaptor advantages. Our team draws from mixed backgrounds of gaming, music and sports that allows Zoned campaigns to cover all corners of the internet. Using our combined experience, we work to create unique cultural crossover opportunities that will leave a footprint on the digital landscape.
ZONED doesn't follow culture, we help create it. For more information - visit www.zoned.gg.
Forward-Looking Information
This news release contains "forward-looking information" and "forward-looking statements" (collectively, "forward-looking statements") within the meaning of the applicable securities legislation. All statements, other than statements of historical fact, are forward-looking statements and are based on expectations, estimates and projections as at the date of this news release. Any statement that involves discussions with respect to predictions, expectations, beliefs, plans, projections, objectives, assumptions, future events or performance (often but not always using phrases such as "expects", or "does not expect", "is expected", "anticipates" or "does not anticipate", "plans", "budget", "scheduled", "forecasts", "estimates", "believes" or "intends" or variations of such words and phrases or stating that certain actions, events or results "may" or "could", "would", "might" or "will" be taken to occur or be achieved) are not statements of historical fact and may be forward-looking statements. In this news release, forward-looking statements relate, among other things, to: the Company's future performance, revenue, growth and profitability; and the performance of the live streaming market . These forward-looking statements are provided only to provide information currently available to us and are not intended to serve as and must not be relied on by any investor as, a guarantee, assurance or definitive statement of fact or probability. Forward-looking statements are necessarily based upon a number of estimates and assumptions which include, but are not limited to: the Company's ability to grow their business and being able to execute on their business plans, the Company being able to complete and successfully integrate acquisitions, the Company being able to recognize and capitalize on opportunities and the Company continuing to attract qualified personnel to supports its development requirements. These assumptions, while considered reasonable, are subject to known and unknown risks, uncertainties, and other factors which may cause the actual results and future events to differ materially from those expressed or implied by such forward-looking statements. Such factors include, but are not limited to: the Company's ability to achieve its objectives, the Company successfully executing its growth strategy, the ability of the Company to obtain future financings or complete offerings on acceptable terms, failure to leverage the Company's portfolio across entertainment and media platforms, dependence on the Company's key personnel and general business, economic, competitive, political and social uncertainties. These risk factors are not intended to represent a complete list of the factors that could affect the Company which are discussed in the Company's most recent MD&A. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on the forward-looking statements and information contained in this news release. GameSquare assumes no obligation to update the forward-looking statements of beliefs, opinions, projections, or other factors, should they change, except as required by law.
Investor Relations
Andrew Berger
Phone: (216) 464-6400
Email: ir@gamesquare.com
Media Relations
Chelsey Northern / The Untold
Phone: (254) 855-4028
Email: pr@gamesquare.com
SOURCE: GameSquare Holdings, Inc.
View the original press release on ACCESS Newswire
FAQ
What did Zoned (GAME) announce about its partnership with Dairy MAX on January 21, 2026?
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When did Zoned add Diner Tycoon to the Dairy MAX campaign and what was its initial performance (GAME)?
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