Gfinity is launching its Challenger and Elite Series’ in Australia, via a strategic partnership with Here, There & Everywhere (HT&E), which has seen the pair co-create Gfinity Esports Australia.
Gfinity Esports Australia will be seeking to offer a complete turnkey esports solution for brands, sports teams and publishers.
However, the terms of the five year agreement also license out Gfinity’s Elite Series format and brand, in addition to the company’s esports tournament tech in return for an annual licence fee.
The Elite Series has attracted a lot of attention recently, with both BBC and BT Sport making deals with Gfinity to show the London-based Elite Series on Television live on a Friday, Saturday and Sunday.
That’s not all, online over 2.7m fans have tuned in, streaming over 17 years of video, with a growth of 300% week-over-week of engagement with the 15m people engaging with the social media presence for the company.
Neville Upton, Gfinity’s CEO, said in a press release: “Gfinity shares a passion for esports with gamers and fans across the world. Following the Elite Series’ immense popularity in the UK, we’re excited to bring it to Australia where HT&E’s extensive expertise and knowledge in the Australian market will be invaluable as we aim to build the most engaging and dynamic esports offering in Australia.”
This is the first time Gfinity’s Elite Series format and tech have been licensed outside of the UK, but probably won’t be the last as Gfinity’s current strategy is prioritising working with major partners in multiple territories to further the Gfinity Elite Series brand globally.
HT&E CEO & MD, Ciaran Davis added: “The global esports market has seen substantial growth in recent years, and we’re really excited to be entering this space with an established, world-leading esports company, Gfinity. This move supports our strategic objectives to diversify revenues and expand our audience base, and we see in this opportunity the potential to reach a younger audience base and drive growth for HT&E. Leveraging our unique combination of media assets and using Gfinity’s tournament platform, Gfinity Esports Australia will also be perfectly positioned to run bespoke events for sponsors and strategic partners looking to engage with the esports community – a highly engaged audience that will continue to grow.”