Shares in Gfinity Plc (LON:GFIN) edged higher on Friday morning after the e-sports promoter appointed one of the key players at Simon Cowell’s SYCO Entertainment as its new chief commercial officer.
Mark Brittain was global head of commercial at the entertainment giant and was “instrumental” in delivering multimillion pound revenue deals and in the implementation of the X Factor tour.
He’s worked with some of the biggest names in the showbiz world including David Beckham and Andy Murray, as well as on shows such as American Idol, X Factor and Got Talent.
Gfinity will be hoping he brings his deal-making prowess with him, given that during the last X Factor series he closed deals with more than 50 different brand partners, and secured over 30 licensing deals.
E-sports interest is booming
In his new role with the AIM-quoted group, Brittain will be tasked with forging new commercial partnerships with brands looking to increase their exposure to the rapidly growing e-sports market.
The audience for e-sports events is expected to shoot up to 385mln this year, up 19% on 2016, a trend that is expected to continue for some time yet.
“Securing Mark's services is a real coup for us,” said chief executive Neville Upton.
“His experience with brands such as X-Factor and the Got Talent series, which have led the way in creating commercial rights around broadcast content, will be invaluable in helping Gfinity secure strategic partnerships and drive long term revenue growth.
“His decision to choose Gfinity, over a number of other offers, is a further endorsement of the potential of the e-sports market and of Gfinity's place within it.”
Elite Series kick off today
News of Brittain’s appointment comes on the same day that the group kicks off its flagship event, the Elite Series, in London.
The season of eSports competition begins at the Gfinity eSports Arena in Fulham today and events will run every weekend through to September 3.
Shares in Gfinity nudged 2.3% higher on Friday to 22.8p.
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