Gfinity (AIM:GFIN ) has been appointed by Cadbury to deliver a new gaming tournament - the "Cadbury Heroes Parents League" - in exchange for an undisclosed six-figure fee.
The esports and gaming solutions provider said the new tournament will see players competing against one another in a knockout competition involving twelve teams of two players. Each team will consist of one gaming influencer playing with a parent or guardian.
The influencers will be announced at the start of October, alongside the game, followed by a period of team training before the tournament is live streamed in early November. A highlights film of the tournament will also be aired at the end of November 2020.
Gfinity will be paid a six-figure fee to deliver the tournament which it said will contribute positively towards its target of moving into profitability in the first quarter of 2021.
Shares in Gfinity have increased over 10x from lows of 0.30p in March to 3.64p in early trading following this announcement.
Gfinity will be responsible and remunerated for sourcing gaming-based talent, facilitating the tournament play and broadcasting the final from its Gfinity Arena in Fulham.
The tournament will be broadcast across Gfinity's owned channels including Twitch and YouTube and supported by a campaign across its Gfinity Digital Media’s website. This will include written editorials about the influencers and paid media advertising placements.
Gfinity said it is working in partnership with a leading agency group on this project including sponsorship agency, D-game, media agency, Carat, and creative agency, VCCP.
"A key pillar of our strategy is building communities of gamers for brands. We are excited to be working with Cadbury in this way as it makes its first move into competitive gaming entertainment,” said John Clarke, Chief Executive of Gfinity.
He added, “The tournament provides an exciting opportunity to deliver an integrated campaign utilising all our services including Gfinity Digital Media, influencer management, leading gaming content production and tournament play.”