Denny’s Collab To Support Female Gaming Community
FRISCO, Texas, and SPARTANBURG, S.C. – August 11, 2022 – Complexity Gaming, a
GameSquare Esports company and one of North America’s longest-standing esports
organizations, today announced a partnership with Denny’s to amplify female voices and rising
creators in gaming and esports through a series of Twitch streams. The all-female campaign
aims to celebrate small gaming wins among creators and their communities.
To drive awareness, consideration and cultural relevance among younger, more diverse targets,
Denny’s has proactively tapped into the growing power of content creators to generate real
meaning behind its marketing programs. With a finger on the pulse of up-and-coming
influencers who represent today’s diverse America and maintain highly engaged communities,
the brand partnered with Complexity to celebrate underserved streamers within the gaming
community and spread joy by executing in-stream surprises and delights to reward fans with a
variety of prizes.
“This partnership with Denny’s uniquely embodies Complexity’s core values and commitment to
inclusivity,” said Justin Kenna, CEO, GameSquare Esports. “We want to continue to create
opportunities to showcase Complexity’s talented roster of women and creators of color, and this
campaign will both recognize these creators and their viewers for their unwavering support.”
Through sponsored livestreams on Twitch, Complexity and Denny’s will highlight the
organization’s diverse pool of creators – half of which is female – and recognize their
contributions to making gaming an inclusive and welcoming space. Taking place August
through September, the four livestreams will feature Complexity’s female talent, including
Beccatilts, Emily Wang, Vicky Palami, and Ninjayla. All streams will include special “pancake
drops” that reward viewers with a range of prizes on behalf of Denny’s such as free delivery,
dollars off meals, merch and more.
“At Denny’s our ethos is centered around a deep passion to feed people’s bodies, minds and
souls while creating meaningful moments and spaces where everyone feels welcome,” said
John Dillon, Chief Brand Officer, Denny’s. “Having fun with food is at the core of our brand
personality and by collaborating with Complexity’s cast of inspiring female creators on Twitch,
we’re embracing our mission while working together to improve accessibility and foster an
inclusive online community.”
The series additionally marks the debut of Complexity’s two newest content creators: Beccatilts
and Emily Wang. Predominantly streaming Teamfight Tactics, both creators have built inclusive
communities around the strategy games and other variety content. The creators continue to
stand out as rising stars within the genre and represent Complexity’s commitment to signing
young, up-and-coming talent.
The Denny’s campaign was facilitated by media agency Spark Foundry.
About Complexity Gaming
Complexity Gaming, a GameSquare Esports company, is one of North America’s
longest-standing esports organizations. Complexity’s esports teams have won more than 140
championships in nearly 30 game titles over its 15+ year history. Staunchly committed to
passion, professionalism, and a player-first mentality, Complexity has been continuously
recognized as a global leader in modern esports. For more information on Complexity, visit
http://Complexity.gg and follow the organization on Twitter, Instagram, TikTok, and Facebook.
About GameSquare Esports
GameSquare Esports Inc. (CSE: GSQ) (OTCQB: GMSQF) (FRA: 29Q1) is a publicly traded
international gaming and esports company headquartered in Toronto, Canada. The Company is
seeking to acquire additional assets and entities serving the gaming and esports markets and,
more broadly, in sports and entertainment. GameSquare owns a portfolio of companies
including Code Red Esports Ltd. (“Code Red”), an esports talent agency serving the UK,
Reciprocity Corp. (“Reciprocity”), which provides the Company access to Asia, Latin America
and North America, NextGen Tech, LLC (dba as Complexity Gaming), a leading esports
organization operating in the United States, and, most recently, Swingman LLC (dba Cut+Sew
and Zoned), a gaming and lifestyle marketing agency based in Los Angeles, USA. Reciprocity’s
gaming and esports assets include: a CrossFire franchise in China that it owns with its partner
LGD Gaming, a 40% interest in a League of Legends team that competes in Latin America, and
its wholly owned subsidiary corporation, GCN, a digital media company focusing on the gaming
and esports audience based in Los Angeles, USA.
About Denny's Corp
Denny's Corporation is the franchisor and operator of one of America's largest franchised
full-service restaurant chains, based on the number of restaurants. As of June 29, 2022, Denny’s
had 1,631 franchised, licensed, and company restaurants around the world including 154
restaurants in Canada, Puerto Rico, Mexico, the Philippines, New Zealand, Honduras, the United
Arab Emirates, Costa Rica, Guam, Guatemala, El Salvador, Indonesia, and the United Kingdom.
For further information on Denny's, including news releases, please visit the Denny's website at
www.dennys.com or the brand's social channel via Facebook, Twitter, Instagram, TikTok,
LinkedIn or YouTube.
About Spark Foundry
Spark Foundry is a global media agency brand within Publicis Media, a key division of Publicis
Groupe [Euronext Paris FR0000130577, CAC 40]. Spark Foundry’s bold vision harnesses a
startup spirit with a powerhouse soul, combining an entrepreneurial, innovative business
approach with the resources, capabilities, and marketplace clout of Publicis Media. The agency
leverages the best industry talent with offices in over 50 countries across the world, including
the USA, UK, MENA, Poland, Australia, and China. Spark Foundry was recently named Ad Age's
2022 "Media Agency of the Year" and Adweek's 2022 "U.S. Media Agency of the Year."