A company is increasing its crypto treasury program to $250 million with investments in ETH, NFTs, and DeFi. It seeks to generate stable returns and fund innovation through a regulated and scalable strategy.
GameSquare Holdings, a media and technology company with a strong presence in the gaming sector, updated its cryptocurrency treasury program this week, raising the authorized limit for digital assets from USD 100 million to USD 250 million.
With this expansion, GameSquare strengthens its direct exposure to Ethereum and launches an advanced yield-generating strategy through non-fungible tokens (NFTs).
BUY ETHEREUM ON BIT2MEFor the firm, the crypto strategy “It's not a hedge, it's a multi-year growth engine focused on creating significant shareholder value.”, said Justin Kenna, CEO of GameSquare, in the release official issued on July 21.
In addition to the expansion of its treasury program, the company reported the recent purchase of approximately 8.352 ETH for USD 30 million, at an average price of USD 3.592 per unit, reaching a total holding of approximately 10.170 ETH valued at approximately USD 38 million. This acquisition is part of an active capital deployment policy, with the goal of transforming digital assets into productive vehicles that generate sustainable returns.
GameSquare launches innovative performance strategy
GameSquare's plan includes an initial allocation of $10 million for Ethereum-native assets such as digital art and cultural collectibles, which will be used as collateral within DeFi protocols. The goal is to generate stablecoin returns at annualized rates between 6% and 10%.
“We are building a dynamic treasury engine designed to generate real yield across the chain that funds innovation on our proprietary platform.”, Kenna added.
The assets will not be passively held. The firm will use its infrastructure to mobilize these resources within the Ethereum ecosystem, prioritizing capital efficiency and active appreciation through decentralized mechanisms.
Regulated management, along with strict corporate control
To ensure regulatory compliance and protect liquidity, GameSquare established an internal committee dedicated to investing in digital assets, reporting directly to its Board of Directors. According to the company, all allocations are reviewed based on custody, valuation, and transparency criteria, with no related-party transactions.
The institutional approach is reflected in the crypto program's auditing processes, as well as the use of advanced platforms that leverage technologies such as machine learning and automated risk management, seeking to optimize risk-adjusted returns and exceed the base yield of ETH staking, which currently ranges between 3% and 4%.
STAKING WITH ETH ON BIT2ME EARNAnnounces strategic alliances with crypto management experts
In addition to expanding its treasury program, GameSquare revealed it has established key partnerships with Ryan Zurrer of Dialectic and Rhydon Lee of Goff Capital, both renowned specialists in crypto finance. According to the release, the company will work with them to design scalable and competitive treasury models that complement its core Ethereum operations.
“Our crypto strategy complements GameSquare’s broader strategic growth plan and aligns with the growing institutional adoption of Ethereum-based assets.”, Kenna explained, stressing that it's not just about becoming the company with the largest holdings of Ether by simply accumulating the cryptocurrency, but about doing so strategically to leverage the network's innovation and creatively generate value for its investors.
According to the official statement, target returns could reach 14% annually on select protocols, far surpassing traditional staking standards and transforming NFTs into dynamic financial assets.
Ethereum consolidates itself as a productive asset for companies
Ethereum is consolidating its position as a highly valuable asset for businesses, opening new doors for integrating innovative technologies into their financial models.
GameSquare's recent moves are a prime example of this, becoming one of the first Nasdaq-listed companies to incorporate NFTs into its treasury strategy. This strategy is not only a financial issue, but an evolution that unites culture and technology, creating a hybrid model that connects media, entertainment, and decentralized finance in a regulated, performance-oriented environment.
TRADE ETHEREUM HEREBehind this strategy lies the creative DNA that drives GameSquare. Its network includes FaZe Clan, known for pioneering the creation of digital spaces and fostering cultural interactions, especially with young audiences. For them, NFTs—whether digital art or blockchain collectibles—go beyond the simple idea of investment; they become a tangible extension of the company's identity and values, a bridge that connects its essence with its community in an innovative way.
In Kenna's words: “We are excited to be one of the first public companies to include NFTs as part of a diversified digital asset strategy.”.
This vision makes it clear that the integration of Ethereum and digital assets is not just a passing trend, but a realistic and professional strategy that more and more companies are considering to adapt to a dynamic and technologically advanced market.
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