GameSquare Holdings has struck a data and business development partnership with Chartis, a user-generated content (UGC) games media company, that will combine Chartis’ work inside Fortnite Creative and Unreal Editor for Fortnite (UEFN) with GameSquare’s Hatchet analytics platform.
Chartis builds and operates in-game experiences for game developers, brands and intellectual property holders on UGC gaming platforms, while Hatchet tracks live-streaming and social content across platforms including Twitch, YouTube and TikTok. Together, the companies said in an announcement, the partnership is designed to help brands understand how gaming activations affect engagement across streaming, social media and creator ecosystems.
“Brands increasingly recognize gaming as an important part of culture and consumer engagement, but measurement and attribution remain critical to unlocking larger investments,” said Justin Kenna, CEO of GameSquare. “By combining Chartis’ ability to create compelling in-game experiences with Hatchet’s data and creator intelligence, we believe we can give brands a much clearer understanding of what drives engagement, which creators amplify an activation, and how gaming campaigns translate into broader cultural impact.”
The partnership will focus on four measurement areas: tracking how gaming experiences perform post-launch against streaming and creator activity; measuring shifts in brand sentiment and online conversation tied to in-game integrations; identifying which creators and media channels drive the most engagement to help brands direct creator marketing spend; and surfacing emerging content and creator trends to inform future UEFN experiences. The companies also plan to explore connecting Hatchet’s data with Chartis’ existing in-game analytics.
“GameSquare and Hatchet add an important data layer to what we are already building for brands inside Fortnite Creative and UEFN,” said Andrew Temkin, Chief Business Officer of Chartis. “The ability to connect what is happening inside a branded gaming experience with creator activity, streaming viewership and social conversation gives our partners a more complete picture of performance.”
Arkadiusz Mirecki, Chartis’ Head of Engineering, said the collaboration is meant to close a data gap across formats: “UGC content lives on platforms across gaming, social media, and streaming, and each speaks to a different part of how audiences are engaging with that content. Our collaboration with GameSquare bridges the gap between these datasets to better follow the conversations about UGC experiences wherever they are.”
Chartis says it works with more than 250 creators and generates over 100 billion monthly in-game impressions and 6 billion social views. GameSquare’s holdings also include FaZe Esports.
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