GameSquare integrates Fortnite creator data into Hatchet for unified attribution

This partnership addresses a persistent blind spot for brands investing in user-generated content by linking in-game behavior directly to external streaming and social metrics. By unifying Chartis’ in-game analytics with Hatchet’s creator intelligence, GameSquare provides a more rigorous framework for measuring the ROI of virtual activations. Within the broader ecosystem, this move signals a shift toward professionalized measurement in 'walled garden' UGC platforms like Fortnite, which have historically lacked transparent cross-platform attribution. Watch for whether this integrated data layer leads to increased creator marketing spend from non-endemic brands seeking verified cultural impact beyond simple impression counts.

GameSquare has been building Hatchet into a broader creator marketing analytics layer over the past year. In August 2026, GameSquare rebranded Stream Hatchet into Hatchet, positioning it as a full-service creator matching and brand marketing analytics platform with clients including Electronic Arts and NASCAR. The rebranded platform expanded beyond livestreaming measurement into TikTok Live, Twitter/X, and Instagram, drawing on more than 10 years of insights, over 50 million creators, and 30-plus platforms. The Chartis partnership extends this expanded scope into Fortnite's UGC ecosystem, where creator-built experiences generate engagement data that has historically been siloed from external streaming and social metrics. The partnership also reflects GameSquare's push to professionalize measurement for brand spend in virtual worlds. GameSquare announced in August 2026 that Hatchet would feature AI Smart Search, enabling marketers to move from passive search into an active intelligence engine that proactively surfaces the right creators at the right time. The platform now covers the full campaign lifecycle from data-driven creator discovery to verified ROI in one place. Chartis brings proprietary in-game analytics from Fortnite Creative and UEFN that complement Hatchet's existing creator intelligence layer, giving advertisers a single view spanning gameplay, streaming, and social performance. Within the competitive landscape of gaming measurement, GameSquare's Hatchet platform differentiates itself by connecting in-game behavioral data from UGC platforms to external audience engagement. The Chartis integration specifically addresses what GameSquare CEO Justin Kenna described as a critical barrier to larger brand investments in gaming, noting that measurement and attribution remain essential to unlocking bigger budgets. The combined offering provides four distinct measurement pillars: Map and Content Uplift, Brand Uplift, Creator and Media Impact, and Trend Intelligence, each designed to give brands clearer visibility into how Fortnite activations translate into broader cultural impact.