Esports firm GameSquare has announced it is now working with popular influencer Tyler ‘Ninja’ Blevins.

Blevins has taken on the role of chief innovation officer, and will be working with the company to pursue new opportunities for growth.

Part of this will involve leading Ninja Labs, a new internal incubator that will focus on developing new concepts and consumer products for Gamesquare that will help the company further build its audience.

Ninja Labs will also collaborate with GameSquare partners to help them reach young people.

“I want to build the next big thing in gaming, and I found that in GameSquare,” said Blevins. “Justin [Kenna, CEO] and the team have put together a world-class platform that will help me innovate and create engaging experiences to inspire the next generation of streamers and leave a lasting impact on the industry.

“I’m looking forward to partnering with GameSquare creators, brands, agencies, players, and most importantly fans to pursue some exciting new projects with Ninja Labs.”

Gamesquare claims that with the addition of Ninja, it now reaches a collective 290 million followers.

Best known for his time playing Fortnite, Blevins was the first Twitch streamer to reach 10 million followers.