Skillz has completed its corporate restructuring and rebranding into a technology-based holding company called Firy, which will start trading under the new symbol FIRY at the beginning of the trading day. The Las Vegas-based company's new structure will house multiple businesses, including the legacy Skillz competitive gaming platform and the RZR ad-tech operation under a broader corporate umbrella. The new identity reflects a strategic transition from a single-product mobile esports company to a diversified tech holding model that combines competitive skill gaming, AI-driven performance marketing, and future adjacent ventures. Firy's plan is centered on disciplined monetization, leveraging Las Vegas as a hub for regulated real-money entertainment, and scaling a data-rich ecosystem where tournaments, advertising, and new products feed into each other to stabilize growth and move the company closer to sustainable profitability. Shares of Firy are up more than 40% over the last six weeks.
FIRYCorporate restructuring and rebranding to Firy, with a strategic reset and new trading symbol, signaling a turnaround and growth plan.