Gfinity PLC (LON:GFIN) unveiled a new partnership between its Gfinity Digital Media (GDM) business and Magic Lamp Technologies, the owner of interactive video game map creator MapGenie.
Under the deal, AIM-listed Gfinity said GDM will embed MapGenie's interactive video game maps into relevant articles across its network, allowing users to track their gameplay progress and access wider information and features.
READ: Gfinity inks partnership deal with fan engagement platform IQONIQ
The company said this will provide it with “valuable gaming tools” that will expand GDM’s existing tutorial offering around the industry’s biggest games, while the partnership will also drive the appeal of GDM’s website to advertisers by increasing dwell time and return user rates.
In turn, Gfinity said MapGenie will benefit from an increase in user traffic to its sites and growth across its subscription base.
The partnership forms part of a strategy by Gfinity to accelerate the growth of its GDM business, which receives up to 14mln monthly users and remains on track to deliver target revenues of around £2mln for the current financial year.
"Through the integration of MapGenie's highly popular interactive maps, we will add further depth to our popular editorial and video content, driving the improvement of core site metrics like returning users, bounce rate and dwell time. Our strategic focus is to drive deeper user engagement across our ecosystem and MapGenie will help us to provide an enriched user experience”, head of GDM Talal Musa said in a statement.
“This partnership is the first of many initiatives the GDM will be rolling out over the next few months as we accelerate the growth and engagement of our users", he added.