GameSquare (NASDAQ: GAME) announced a partnership with Azuki Labs to manage creator marketing campaigns for the launch of Azuki's trading card game, Gates Awakened, and an accompanying manga series, according to a press release.

Under the agreement, GameSquare will handle talent ideation, contracting, and deployment of content creators drawn from the trading card game and card collector communities. Creators will publish content across YouTube, TikTok, and Instagram Reels. Campaigns are scheduled to run through October 2026.

GameSquare will also support the manga launch with original content featuring Arnold Tsang, along with additional creator activations planned for September 2026.

"The Gates Awakened and Manga launches are exactly the kind of culturally relevant partnership our agency team was built for," said Justin Kenna, CEO of GameSquare. "We're bringing our creator network to the campaign to reach even more fans."

Alex Q. Xu, co-founder and CEO of Azuki Labs, said partnering with GameSquare allows the company to deepen its relationship with communities as it moves through the TCG and manga launches.

Azuki describes itself as an anime-inspired storytelling universe spanning manga, collectibles, and a trading card game.