GameSquare Holdings (NASDAQ: GAME) announced the rebranding of its Stream Hatchet division to Hatchet, an expanded creator marketing analytics platform that adds AI-powered search and full-cycle campaign management tools.

According to a company statement, Hatchet tracks more than 55 million creators across 30 or more platforms, drawing on over 10 years of streaming data. The platform now extends beyond livestreaming networks to include TikTok Live, X (formerly Twitter), and Instagram, in addition to existing coverage of Twitch, YouTube, and Kick.

New features include an "AI Smart Search" tool that removes manual configuration requirements, end-to-end campaign management from a single dashboard, and audience overlap and chat sentiment filters. YouTube paid-versus-organic view identification is described as in development.

Hatchet Director of Product Alessandra Pinto said in the statement: "Brands and publishers need an extension of their team, one that is continuously learning from performance patterns, surfacing opportunities, and tuning itself to their needs."

GameSquare CEO Justin Kenna said the platform is "not a generic tool being retrofitted to gaming," adding that the company is building something comparable to Nielsen ratings but for content creators.

The company said existing clients include EA and NASCAR. GameSquare also operates FaZe Esports and describes itself as running one of the largest gaming media networks in North America.