Complexity Stars Launches in Frisco with Athletes from NFL, NBA, UFC, and WNBA

A star-studded lineup of pro athletes is just the beginning for Complexity Stars. The new division from Frisco-based Complexity Gaming plans to add music stars and other celebs to its fold. The goal: Amplify the brand power of top athletes and stars by connecting them with the $2.1 billion esports and game streaming universe.

Tampa Bay Buccaneers running back Leonard Fournette scored four touchdowns Sunday against the Indianapolis Colts. Today, he and several other pro athletes scored on a different playing field—the world of esports and gaming.

Complexity Gaming, an industry-leading esports gaming franchise based in The Star in Frisco, today launched a new Complexity Stars division featuring a lineup of athletes including Fournette; Baltimore Ravens offensive tackle Ronnie Stanley; former NBA guard J.R. Smith; L.A. Dodgers infielder Edwin Rios; Olympic gold medalist and WNBA Dallas Wings shooting guard Allisha Gray; and UFC fighters Sean O’Malley, Max Holloway, and Megan Anderson.

“We’re launching Complexity Stars with huge names in sports and entertainment,” said Justin Kenna, CEO of GameSquare Esports, which acquired Complexity in June. “Complexity Stars provides a platform for professional athletes and celebrities to connect with gamers in an authentic way.”

GameSquare Esports CEO Justin Kenna [Photo: GameSquare Esports]

“We look forward to adding more athlete and celebrity gamers to build the platform,” Kenna added in the statement. “Gaming is the core of Complexity Stars and an incredibly engaging way to connect gamers, athletes, and celebrities, authentically.”

Complexity backed by Dallas Cowboys owner Jerry Jones

Founded in 2003 by CEO Jason Lake, Complexity Gaming has won over 140 gaming championships—with teams asserting dominance over games like Counter-Strike, Apex Legends, Valorant, Fortnite, FIFA, and many more.

Complexity eventually caught the eye of Dallas Cowboys owner Jerry Jones and real estate investor John Goff. The two acquired a majority stake in Complexity in 2017. 

In June, Complexity was acquired by Toronto-based GameSquare Esports, a publicly traded esports firm, in a $27 million all-stock deal. According to the Dallas Morning News, the Jones family, Goff family, and Lake will collectively own 47% of the combined company.

In September, YouTube streamer and web celeb Tim “TimTheTatman” Betar joined Complexity as a part-owner and content-creator.

Complexity Stars plans tournaments, content, and partnerships

Complexity Stars “will curate customized strategies” to amplify its athletes’ brands in the gaming community and engage the next generation of sports fans, the company says.

The new division will organize crossover competitions, esports tournaments, and other activations to bring the star athletes deeper into the gaming world.

The Complexity Star athletes will also have the opportunity to livestream and create content distributed across social channels—connecting gaming and sports fans alike.

Complexity will also be connecting sponsors, creating branded content, and developing additional opportunities for brands to connect with fans.

Coming soon: music stars and other celebs

The athletes seen above will soon be joined by music stars and celebrities from realms outside sports at Complexity Stars, the company says. 

“Complexity Stars is an incredible gaming division where sports, entertainment, and gaming come together,” said Duane “Zeno” Jackson, GameSquare’s head of talent and special projects, in the statement. “There are amazing opportunities to collaborate with global talent through compelling content and tournaments that appeal to brands seeking to connect with the large, affluent, and growing gaming audience.”

Complexity Stars will be supported by GameSquare’s family of companies with expertise in digital media, marketing, and influencer representation in the U.S. and Europe. Cut+Sew, Zoned, the Gaming Community Network, and Code Red will join forces with a goal of elevating Complexity Stars “as a global gaming division for athletes, entertainers, and celebrities.”

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