GameSquare rebrands Stream Hatchet as Hatchet, pivoting from audience tracking to creator marketing

GameSquare has rebranded its esports livestreaming analytics platform Stream Hatchet as Hatchet, expanding it into a full-service creator marketing platform for brands targeting youth culture, Variety reported on 26 August 2026. Hatchet aggregates data on more than 50 million creators across over 30 platforms including Twitch, YouTube, TikTok and Kick. Clients include Electronic Arts and NASCAR.