GameSquare Holdings has officially bought Click Management, the Australian talent agency behind some of the biggest names in gaming and content creation. The deal is worth $8.5 million, with the chance for more payouts if certain targets are met.

Click is one of the strongest creator agencies in the industry, representing 75 active talents. In 2024, it signed over 545 brand deals and pulled in $12.4 million in revenue. The agency has also picked up awards, including Best Talent Management Agency by AiMCO, and it regularly appears on Business Insider’s list of top digital creator agencies.

For GameSquare, this move isn’t just about growing bigger, it’s about making more money. They expect Click to add around $14.5 million in revenue and $1.2 million in profit during the second half of 2025, with more savings and growth opportunities expected into 2026.

Integration & Restructuring

Alongside buying Click, GameSquare announced some big changes:

• Frankly Media, its advertising arm, will shut down by September 15, 2025. Even though Frankly made $46.9 million in sales last year, it lost money overall, so cutting it will boost profits.
• Sideqik, GameSquare’s influencer management tool, will merge into Stream Hatchet, creating a combined analytics platform called Hatchet. This move is expected to save about $1.25 million a year in costs.

Financial Outlook

After these changes, GameSquare expects to make $36.8 million in revenue and $2.9 million in profit in the second half of 2025. The company also highlighted its strong balance sheet, holding $87.7 million in cash and crypto assets with no debt as of August 31, 2025.

What This Means for the Creator Economy

Founded by Grace Watkins, Emma Barnes, and Elliott Watkins (Muselk), Click has become one of the most influential agencies in gaming and digital media. Now, under GameSquare, Click’s global reach is set to grow further.

“Since we founded Click, our mission has always been to be the growth engine for creators,” said co-CEO Grace Watkins. “Partnering with GameSquare lets us accelerate that mission on a global scale.”

The acquisition cements GameSquare’s strategy of focusing on talent, media, and analytics while cutting lower-margin operations. With Click onboard and Frankly gone, the company is betting on a leaner, more profitable future.

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“Talent is at the core of today’s creator economy, Click has built one of the strongest rosters and commercial engines in the space. Together, we’ll unlock new opportunities for creators, brands, and shareholders.”

GameSquare CEO Justin Kenna.

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