Gfinity to deliver “Cadbury Heroes Parents League”

The information contained within this announcement is deemed by the Company to constitute inside information stipulated under the Market Abuse Regulation (EU) No. 596/2014. Upon the publication of this announcement via the Regulatory Information Service, this inside information is now considered to be in the public domain.

10 September 2020

Gfinity plc

("Gfinity" or the "Company")

Gfinity to deliver the "Cadbury Heroes Parents League"

Gfinity (AIM: GFIN), a world-leading esports and gaming solutions provider, today announces it has been appointed by Cadbury to deliver a new gaming tournament, the "Cadbury Heroes Parents League".  The tournament will see players competing against one another in a knockout competition, using a leading games title. The final will be hosted from the Gfinity Arena in Fulham in November.

The "Cadbury Heroes Parents League" will involve twelve teams of two players. Each team will consist of one gaming influencer playing alongside a parent or guardian.  The influencers will be announced at the start of October, alongside the game, following which there will be a period of training for the teams before the tournament is live streamed in early November 2020.  The League will conclude with a highlights film scheduled to be aired at the end of November 2020. 

Gfinity will be paid a six-figure fee to deliver the tournament, which will contribute positively towards Gfinity's target of moving into profitability in Q1 of 2021 calendar year.  As part of the agreement, Gfinity will be responsible and remunerated for: sourcing gaming-based talent, facilitating the tournament play, production and broadcasting the final from the Gfinity Arena.

The whole tournament, from the training to the highlights film will be broadcast across Gfinity's owned channels including on Twitch and YouTube and will be supported by an integrated campaign across Gfinity Digital Media group websites.  This will include bespoke written editorials telling the story of the influencers and paid media advertising placements. 

Gfinity is working in partnership with a leading agency group on this project including D-game (sponsorship agency), Carat (media agency) and VCCP (creative agency).

John Clarke, Gfinity CEO said: "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. 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 Q1 2021. "

ENDS

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About Gfinity

Gfinity (AIM: GFIN) is a world leading esports business. Created by gamers for the world's 2.2 billion gamers, Gfinity has a unique understanding of this fast-growing global community.  It uses this expertise both to provide advisory services and to design, develop and deliver unparalleled experiences and winning strategies for game publishers, sports rights holders, commercial partners and media companies.

Gfinity connects its partners with the esports community in authentic and innovative ways. This consists of on‑ and off-line competitions and industry‑leading content production. Relationships include EA SPORTS, Activision Blizzard, F1 Esports Series and the Forza Racing Championship.

Gfinity connects directly with tens of millions of gamers each month through its digital media group, Gfinity Digital Media.  Gfinity Digital Media includes websites such as: Gfinityesports, RealSport101 and StealthOptional and their respective social channels.

All Gfinity services are underpinned by the Company's proprietary technology platform delivering a level playing field for all competitors and supporting scalable multi-format leagues, ladders and knockout competitions.