Gfinity Plc (LON:GFIN) has unveiled a new sponsorship deal with HP Inc which will see eSports teams armed with the hardware firm’s latest high performance laptops at an upcoming tournament.
The tournament, featuring the Counter Strike: Global Offensive (CS:GO) game, will take place at EGX 2016 at the NEC in Birmingham next month (September 22-25).
It represents the latest step in the group’s monetisation strategy, following on from this summer’s Gillette sponsored eSports tournament via Pro-Evolution Soccer 2016.
At EGX 2016 pro-gamers will use OMEN, HP's next generation gaming laptop, as they battle it out over a total prize pot of US$100,000 (£76,000).
Exhibition matches will also take place as well as the pro tournament with visitors to EGX 2016 - which is said to be the UK's largest video games event – able to play alongside the professional players.
"We are delighted that our expertise in hosting major eSports events continues to attract sponsors of the calibre as HP,” said Neville Upton, Gfinity chief executive.
“HP is keen to promote its new OMEN brand as the hardware of choice for serious gamers and this agreement demonstrates our ability to provide a highly effective platform for advertisers to reach a wide range of eSports enthusiasts.”
Upton added: "This agreement follows quickly on from our agreement with Gillette to create a football based eSports competition around Pro-Evolution Soccer 2016 and shows the growing attraction of eSports as a portal for major brands to engage with their target audiences."