Gfinity PLC (LON:GFIN) said it has been appointed by chocolate maker Cadbury to deliver a new gaming tournament, the ‘Cadbury Heroes Parents League’, which will be broadcast across the company’s owned channels including Twitch and YouTube.
The company said it 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. As part of the agreement, the company will also be responsible and remunerated for sourcing gaming-based talent, facilitating tournament play and production, and broadcasting the final from its arena.
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The tournament will involve 12 teams of two players, with each team consisting of one gaming influencer playing alongside a parent or guardian.
The influencers will be announced at the start of October, alongside the game used during the tournament, following which there will be a period of training for the teams before the tournament is live-streamed in early November before a final hosted at the Gfinity arena in Fulham. The league will conclude with a highlights film scheduled to be aired at the end of the month.
The league will be supported by an integrated campaign across Gfinity’s digital media group websites, including bespoke written editorials telling the story of the influencers as well as paid media adverts. The firm is currently working on the project in partnership with a leading agency group including sponsorship agency D-game, media agency Carat and creative group 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”, Gfinity chief executive John Clarke said in a statement.
“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. We are excited to be working with Cadbury to deliver this new tournament and to help connect them with the typically hard to reach audience of gamers. This new project will play a positive part contributing towards Gfinity's goal of being profitable in [the first quarter of 2021]", he added.