Innovative Partnership Brings Collegiate Esports Tournaments to Millions of Students

GameSquare and Barnes & Noble College Join Forces

GameSquare Holdings, Inc. has initiated a groundbreaking partnership with Barnes & Noble College (BNC) designed to bring vibrant esports and gaming activities to a vast network of students across the United States. This collaboration aims to forge unique gaming experiences across over 1,100 physical and online campus bookstores, reaching nearly 6 million students in total.

A New Era of Collegiate Esports

The joint effort is more than just a promotional campaign; it is a comprehensive plan to cultivate an engaging esports environment that thrives within academic settings. GameSquare, recognized as a next-generation media company steeped in gaming culture, will serve as the engine behind the new esports initiatives, crafting programming that will resonate with the interests and demands of today’s college students.

Under the terms of this partnership, Barns & Noble College will actively promote the esports programming that GameSquare develops and manages, focusing on exciting competitions throughout the 2025-2026 academic year. These competitions will encompass various formats, including online qualifiers, culminating in high-stakes live finals showcased on a national platform. The anticipation surrounding the event schedule is already stirring excitement within the college community.

Unlocking Student Potential

“Engaging in gaming and competitive esports forms a pivotal part of contemporary student life,” comments Justin Kenna, CEO of GameSquare. “This partnership not only provides students the chance to build their legacies on campus but also fosters an enriching educational and social atmosphere. We are thrilled to collaborate with Barnes & Noble College to elevate these experiences across campuses nationwide.”

Indeed, the integration of gaming within the collegiate experience is increasingly significant, with research from ygam.org indicating that over 90% of college students engage in video gaming, while approximately 35% do so daily. The trend has even seen more than 200 U.S. colleges establishing varsity-level competitive gaming programs, further solidifying gaming as an essential facet of the modern educational landscape.

BNC's Commitment to Innovation

Barnes & Noble College remains dedicated to enriching the student experience on campus with innovative and vibrant activities. Celeste Risimini-Johnson, Chief Merchandise Operations Officer at Barnes & Noble College, emphasizes this commitment, stating, “Gaming and esports naturally complement the lively, social, and community-centered student environment we champion. This partnership with GameSquare empowers students to connect, compete, and thrive, whether in their dormitories or on larger national stages.”

GameSquare’s latest venture marks a significant stride in their student-centered mission and adds to their rapidly expanding portfolio of experiences, which includes a variety of events from various brands and partners. As they move forward, GameSquare continues to redefine how collegiate esports will evolve, reinforcing the notion that gaming is not just for leisure but a vital component of academic and social integration.

As preparations for the upcoming academic year ramp up, the anticipation builds for what promises to be an exhilarating season for collegiate gamers. Through strategic initiatives like this partnership with Barnes & Noble College, GameSquare is poised to make a lasting impact on the gaming culture within the educational ecosystem.

For more updates on this exciting partnership, keep an eye on announcements later this year detailing the full event schedule set to captivate the student body nationwide.