Esports holding company GameSquare and dairy advocacy group Dairy MAX have launched ‘Level Unlocked’, a gaming campaign that includes Complexity Gaming and marketing agency ZONED Gaming.

The new campaign, which is part of an expanded partnership between GameSquare and Dairy Max, will see the dairy non-profit work with gaming creators to produce a content series that showcases how they incorporate dairy into their routines. 

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GameSquare talent, including the likes of Repullze, DiazBiffle and Ninjayla, will create content across an array of social platforms. Alongside videos on TikTok and Twitch, creators will also host cooking livestreams.

Dairy MAX first teamed up with Complexity Gaming, one of GameSqaure’s subsidiaries, in March 2021. Moreover, in October 2022 the company partnered with Gaming Community Network (GCN) to create a Madden NFL 23 tournament for Dallas students. 

Last year, Dairy MAX also secured a partnership with North American esports organisation OpTic Gaming.

According to a release, the Level Unlocked campaign will utilise Fourth Frame Studios’ content and creative capabilities, as well as ZONED Gaming’s creative strategy ‘to raise awareness for proper nutrition’ with youth. Dairy MAX will once again collaborate with Gaming Community Network.

The collaboration with Dairy MAX follows on from GameSqaure’s multi-million, multi-year partnership with Swiss health start-up Vivior.

Justin Kenna, CEO, GameSquare, commented on the campaign: “Leading organisations like Dairy MAX are turning to GameSquare to reach young consumers in new, exciting ways, and we are thrilled to expand our relationship, which demonstrates the value we provide brands that are looking to reach these audiences.

“Our deep understanding of the gaming landscape, paired with our diverse marketing capabilities and vast creator network provides the perfect opportunity for Dairy MAX to promote healthy lifestyle choices amongst young consumers and their parents while also shifting the perception of poor diet in the gaming community.”