GameSquare Holdings, a Texas-based media and technology company, has signed an agreement to acquire Sydney’s Click Management for US$8.5 million (A$12.75 million). The deal also includes the possibility of further payments of up to US$3 million (A$4.5 million) if performance targets are reached over the next two years.
Founded in 2017 by Grace Watkins, Elliott Watkins, and Emma Barnes, Click Management has become a global player in digital talent management. The firm represents over 75 gaming and lifestyle creators and helped close more than 545 commercial deals last year with brands such as McDonald’s, Optus, and Maybelline. In 2024, the company reported annual revenue of US$12.4 million (A$18.6 million).
Why This Acquisition Matters
GameSquare, already a growing force in esports, media, and marketing, expects the deal to strengthen its reach in the creator economy. By adding Click’s roster, the company forecasts annualised pro-forma revenue of US$14.5 million (A$21.76 million) in the second half of 2025, alongside about US$1.2 million (A$1.8 million) in annualised EBITDA.
GameSquare CEO Justin Kenna described the acquisition as a “strategic leap,” noting that creators remain central to brand growth. “Click has built one of the strongest rosters and commercial engines in the creator economy,” Kenna said. “Together, we’ll unlock new opportunities for brands and creators, accelerate profitable growth, and cement GameSquare’s position at the forefront of gaming, media, and onchain innovation.”
What Click Brings to the Table
Click has established itself as one of the largest English-speaking gaming talent agencies, especially popular among Gen Z and Millennial audiences. The agency is known for carefully curated partnerships, ensuring brands align authentically with creators. This focus has given Click an edge in an increasingly crowded market where trust and authenticity drive results.
According to the firm’s co-CEOs, Grace Watkins and Emma Barnes, the acquisition is about scaling up while holding on to their mission. “Since we founded Click, our mission has always been to be the growth engine for creators,” Watkins said. “This partnership with GameSquare gives us the ability to accelerate that mission and cement Click’s role as a global leader in the creator economy.”
Barnes echoed the excitement: “In partnership with GameSquare, we can provide more resources, more reach, and more opportunities for our creators to succeed on a global scale.”
Deal Structure and Timeline
The transaction will be completed in two stages: an upfront payment and a follow-up within 60 days after 31 December 2025. The additional US$3 million ($4.5 million) earn-out depends on whether Click meets agreed financial performance targets during 2026 and 2027.
Analysts note that such a structure provides protection for both sides. GameSquare limits risk if targets are missed, while Click’s founders stand to gain more if the business keeps growing.
Impact on the Creator Economy
The creator economy is one of the fastest-growing segments in digital media, expected to surpass US$480 billion globally by 2027, according to Goldman Sachs research. Talent agencies like Click Management are increasingly important as creators shift from side hustles to structured businesses.
Brands are also spending more on creator partnerships. A recent report from Influencer Marketing Hub estimated that influencer marketing would be worth US$24 billion globally in 2025, up from US$16.4 billion in 2022. With more than 75 active creators, Click sits in a strong position to capture this demand.
Opportunities and Risks Ahead
For GameSquare, the acquisition strengthens its influence in gaming, esports, and adjacent entertainment markets. The combined network is expected to draw more global brand campaigns, particularly from companies aiming to reach younger digital-first consumers.
However, risks remain. The creator economy is volatile, shaped by platform algorithm changes, shifting audience behavior, and rising competition. Ensuring that Click’s talent continues to deliver brand value will be key. Integration challenges also exist, as merging culture and operations across continents is never straightforward.
Industry Reaction
Industry watchers have noted the significance of the deal. Sarah Unger, a media analyst at Cultique, told Business Insider that “agencies that can combine talent, technology, and global reach are the ones likely to win in this next phase of creator economy growth.”
Australian startup advocates see the acquisition as another signal of global buyers looking to Australia for innovative digital businesses. “Click is proof that homegrown talent management firms can reach global scale,” said Paul Bassat, co-founder of Square Peg Capital.
What’s Next for Click’s Creators
For creators under Click’s management, the acquisition is likely to bring increased opportunities in cross-border campaigns and larger brand deals. With GameSquare’s backing, Click talent may gain access to new platforms, financial resources, and growth infrastructure.
Creators may also benefit from diversification into emerging spaces, such as Web3, blockchain-linked content, and esports tournaments. Both firms have expressed interest in strengthening their footprint in these areas.
Broader Lessons for Entrepreneurs
The acquisition highlights several important takeaways for entrepreneurs:
- Focus on niche strength: Click built its success by specialising in gaming creators before expanding into broader digital talent.
- Partnerships drive growth: By aligning talent with major consumer brands, Click was able to prove value and attract acquisition interest.
- Global scale matters: Digital businesses today must operate beyond borders. Click’s ability to sign deals worldwide positioned it as a valuable acquisition target.
For Australian startups, the Click story reinforces the value of tapping into global markets while maintaining a strong local base.
Looking Ahead
With the acquisition expected to close by the end of the year, all eyes will be on how quickly GameSquare and Click can integrate operations. If successful, the deal could set a template for future acquisitions of digital talent firms worldwide.
For GameSquare, the bet is clear: creators are not just influencers, but businesses in their own right. For Click, it marks the beginning of a new chapter—one that could see its roster of talent grow in both reach and revenue.
In an industry where authenticity, reach, and scale define success, the partnership between GameSquare and Click Management could reshape how brands and creators work together, setting a new standard for the global creator economy.
