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GameSquare has announced a significant transformation of its livestreaming analytics platform, rebranding Stream Hatchet as simply Hatchet. The company describes the new offering as a comprehensive creator marketing analytics solution designed to help brands connect with audiences through gaming and youth culture. The platform now serves clients including Electronic Arts and NASCAR.
The rebranding reflects an expansion beyond livestream measurement into a full-service marketing tool. Hatchet now integrates data from multiple platforms including Twitch, YouTube, TikTok, Instagram, and Twitter/X, drawing from a database spanning 10 years of insights across more than 50 million creators and 30 platforms. The enhanced platform enables marketers to identify, verify, analyze, and track creators all within a single interface.
Key upgrades include AI-powered “Smart Search” functionality that allows users to find creators using natural language descriptions rather than manual configuration. The platform also introduces creator roster management features and expanded audience analysis capabilities, including chat sentiment measurement and YouTube view categorization. GameSquare CEO Justin Kenna positioned Hatchet as comparable to Nielsen ratings but tailored specifically for content creators and influencer marketing.
The revamped platform addresses how creators now build audiences across multiple channels simultaneously. According to product leadership, Hatchet helps brands move beyond reactive creator discovery toward proactive campaign management and activation across the creator landscape.
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Originally reported by Variety →
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