Nasdaq-listed entertainment company GameSquare has increased its digital asset treasury management authorization from $100 million to $250 million.
The company’s Board of Directors has reached this decision as a result of the program’s “mounting success,” the press release says.
Notably, GameSquare has bought an additional 8,351.89 Ethereum (ETH) for $30 million, at a weighted average price of $3,592 per coin. As of 21 July, the company has 10,170.74 ETH.
“With this most recent purchase, GameSquare’s Ethereum treasury holdings has increased to approximately $38 million,” the team announced.
With this most recent purchase, GameSquare's Ethereum treasury holdings has increased to approximately $38 million. The Board of Directors has also increased the digital asset treasury management authorization from $100 million to $250 million. Read the full release:…
— GameSquare Holdings Inc. (@GSQHoldings) July 21, 2025
According to CEO Justin Kenna, this crypto strategy “complements GameSquare’s broader strategic growth plan and aligns with the growing institutional adoption of Ethereum-based assets.”
He says that the company’s goal is not simply to enter a race of who can acquire the most ETH. Rather, Kenna claims, GameSquare aims to innovate and leverage its established digital, media, and creative operations.
Moreover, this treasury program strengthens the balance sheet. It also builds “the potential for recurring cash flow from a rapidly evolving asset class.” “We are excited to report on our growing success,” Kenna writes.
That said, GameSquare is working to manage and optimize this treasury management program. For that purpose, it says, it has entered a strategic partnership with Ryan Zurrer of investment and building firm Dialectic Group and Rhydon Lee of Goff Capital, among others.
Meanwhile, the team says that it built its ETH-focused yield generation strategy on top of Dialectic’s platform Medici. It’s used to automate yield farming operations.
Per GameSquare, targeted onchain yields of 8%-14% “significantly exceed the current ETH staking benchmarks” of 3%-4%.
Therefore, once GameSquare fully implements the platform, it plans to use capital from this strategy for further ETH purchases. They may also use it to reinvest in the company’s growth initiatives, the announcement says.
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$10 Million NFT Strategy
GameSquare’s Board of Directors has also approved the launch of a $10 million non-fungible token (NFT) strategy.
A dedicated digital asset investment committee is in charge of oversight and will report to the Board. They will review all allocations for compliance, security, and valuation integrity, the team claims. “The Company does not engage in related-party transactions and has strict internal controls in place for digital asset custody and liquidity management,” it adds.
GM involuntary permanent community members of the NFT space.
Our board approved the launch of a $10 million NFT strategy. GameSquare has positioned itself as one of the first treasury companies diversifying into digital art/collectibles.
What are we buying today? pic.twitter.com/AYp2gsreJY
— GameSquare Holdings Inc. (@GSQHoldings) July 22, 2025
Moreover, this NFT strategy will focus on Ethereum-native digital assets, including “culturally iconic digital art and collectibles,” the press release says.
It will focus on capital efficiency and using DeFi protocols to unlock stablecoin yield, it said, instead of passively holding crypto.
Therefore, GameSquare is “among the first public companies to include NFTs as part of a diversified digital asset strategy,” Kenna says. “This reflects the innovative approach to our treasury management initiatives.”
Meanwhile, GameSquare announced a public offering to fund its Ethereum-based treasury strategy in early July, aiming to raise $8 million in gross proceeds.
Meanwhile, ETH currently trades at $3,663, having decreased by 4.6% in 24 hours. The coin is also up 20% in a week, 66.5% in a month, and 5.6% in a year.
ETH hit its all-time high of $4,878 in November 2021, dropping 25% since then.
Also, GAME stock closed at $1.46 on Monday.
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