The esports group said Gfinity Plus will also offer exclusive content, forums and gamification for its online community from August. The company will use its own technical IP for the first time on its websites to provide functions that deepen visitor engagement such as fan forums and the ability to comment on articles.
Gfinity Plus will be available to gamers who visit all of the company’s digital media sites, starting with gfinityesports.com before being rolled out to realsport101.com and stealthoptional.com.
The company said its digital media division is one of its fastest-growing revenue streams and is expected to generate £2mln in the current financial year ending June 30, 2021, and will be “pivotal” to reaching profitability in the first quarter of the 2021 calendar year.
Gfinity added that it has bolstered its affiliate network with partners including Amazon, Rakuten, Awin and Impact. The firm also said it is working with LEGO and is in discussions with other prominent third-party reward platforms to offer further rewards and incentives and bolster affiliate revenue across its sites.
Meanwhile, the company announced a new partnership with Connatix, a video serving platform used by Mashable and Reuters, which it said will allow its digital media business to “serve more lucrative video ads, faster, driving increased revenues”. The platform is specifically designed to increase ad utilisation on mobile devices, a fast-growing platform for gaming.
Gfinity also said its realsport101.com website will transition to the same technology platform gfinityesprots.com, which will allow the site to be “fully optimised” for advertising, allowing for improved page load time across desktop and mobile, ad placement and delivery, which in turn is expected to boost ad viewability and increase inventory value.
"Every month millions of gamers engage with our content and the launch of Gfinity Plus will provide the opportunity for even greater engagement across our sites. Through the combination of Gfinity Plus, our new e-commerce initiative and newly launched video serving platform, it is clear we are just starting to scratch the surface of the commercial opportunity presented by our owned community, which is hugely exciting for us on our pathway to profitability”, Gfinity chief executive John Clarke said in a statement.
“The launch of Gfinity Plus is another important milestone for the Company that has seen strong momentum in recent months, with the multi-year agreement with F1 and a five-year partnership with Abu Dhabi Motorsport Management, demonstrating how Gfinity is best placed to deliver unique esports solutions for its partners", Clarke added.
The company's shares jumped 6.5% to 3.8p in late-morning trading on Monday.
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