Gfinity

File:Gfinity London Open 2015.jpg

Gfinity was founded in 2012 and merged with online league and tournament platform the Warped Gaming League (WGL) in 2013.{{cite web |url=https://www.eurogamer.net/articles/2014-02-26-how-gfinity-wants-to-establish-esports-in-the-uk |title=How Gfinity wants to establish eSports in the UK |last=Robinson |first=Martin |publisher=Eurogamer |date=26 February 2014 |accessdate=27 March 2018 }} The company held its first event G1 in July 2013, followed by G2 in October and G3 in August 2014, which included $30,000 Call of Duty, $7,500 FIFA and $15,000 StarCraft tournaments.{{cite news |url=https://www.godisageek.com/2014/08/gfinity-uks-biggest-esports-tournament-wraps-up/ |title=Gfinity – UKs Biggest eSports Tournament Wraps-Up |last=Robinson |first=Calvin |publisher=GodisaGeek.com |date=4 August 2014 |accessdate=27 March 2018 }} In February 2015, Gfinity hosted the Call of Duty European Championships at London's Royal Opera House.{{cite news |url=https://www.theguardian.com/technology/2015/feb/11/call-of-duty-european-championships-hosted-royal-opera-house |title=Call of Duty European championships to be hosted by Royal Opera House |last=Stuart |first=Keith |work=The Guardian |date=11 February 2015 |accessdate=27 March 2018 }} The following month, it partnered with cinema chain Vue to open the UK's first dedicated esports venue for the inaugural Gfinity Championships, which included tournaments for Hearthstone, FIFA and Counter-Strike: Global Offensive.{{cite news |url=http://www.eurogamer.net/articles/2015-02-18-uks-first-esports-arena-opens-in-london-next-month |title=UK's first eSports arena opens in London next month |last=Yin-Poole |first=Wesley |publisher=Eurogamer |date=18 February 2015 |accessdate=27 March 2018 }} The event, which included 23 weekly tournaments, attracted over 58 million viewers.{{cite magazine |url=https://www.mcvuk.com/esports/gfinity-blows-away-targets-with-58m-viewers-in-2015 |title=Gfinity blows away targets with 58m viewers in 2015 |magazine=MCV |date=13 October 2015 |accessdate=27 March 2018 }}

In 2016, Gfinity hosted the first Formula E Race Off,{{cite news |url=http://www.fiaformulae.com/en/news/2016/january/senna-prost-trade-cars-for-consoles-to-race-fans-in-the-next-generation-of-gaming.aspx| title=Senna & Prost trade cars for consoles to race fans in the next generation of gaming |publisher=Formula E |date=15 January 2016 |accessdate=27 March 2018 }} the Halo World Championship Tour,{{cite news |url=https://www.dailystar.co.uk/tech/gaming/halo-world-championships-xbox-one-17153616ity |title=Halo World Championship Tour: Watch all the Halo 5 action from the Gfinity Arena |last=Wright |first=James |work=Daily Star |date=15 January 2016 |accessdate=27 March 2018 }} the Vainglory European Winter Championship,{{cite news |url=http://www.esports-news.co.uk/2016/03/22/team-secret-wins-vainglory-european-winter-championship |title=Team Secret wins Vainglory European Winter Championship at the Gfinity Arena |last=Pelling |first=Oscar |publisher=Esports News UK |date=22 March 2016 |accessdate=27 March 2018 }} the Call of Duty World League Summer Masters,{{cite news |url=https://www.prnewswire.com/news-releases/gfinity-to-host-call-of-duty-world-league-london-300788286.html |title=Gfinity to Host Call of Duty World League: London |publisher=PR Newswire |date=4 February 2019 |accessdate=31 July 2020 }} and many more tournaments. Also in May, the Battlefield 1 global reveal event took place at the Gfinity Arena, including the premiere of the game's official trailer.{{cite news |url=http://www.ibtimes.co.uk/battlefield-1-interview-ea-studios-evp-world-war-1-setting-single-player-remasters-horses-1558771 |title=Battlefield 1 interview: EA Studios EVP on World War 1 setting, single player, remasters and horses |last=Skipper |first=Ben |work=International Business Times |date=7 May 2016 |accessdate=27 March 2018 }} In 2017, it was announced that Gfinity had partnered with American cable television provider Medicom.{{cite news |url=https://www.sportindustry.biz/news/mediacom-partners-gfinity |title=MediaCom partners with Gfinity |publisher=Sport Industry Group |date=30 January 2017 |accessdate=31 July 2020 }} Later that year, the company was chosen by Microsoft as the official tournament partner for the Forza Racing Championship.{{cite news |url=https://www.proactiveinvestors.co.uk/companies/news/176424/gfinity-and-microsoft-partner-to-host-forza-racing-championship-176424.html |title=Gfinity and Microsoft partner to host Forza Racing Championship |last=Ashcroft |first=Jamie |publisher=Proactive Investors |date=13 April 2017 |accessdate=31 July 2020 }} Recent partnerships include Formula One,{{cite news |url=https://esports-news.co.uk/2020/03/23/gfinity-formula-1-esports-virtual-grand-prix-series/ |title=Gfinity to deliver Formula 1 Esports Virtual Grand Prix Series which runs until May |last=Sacco |first=Dom |publisher=Esports News UK |date=23 March 2020 |accessdate=30 July 2020 }} the Premier League,{{cite news |url=https://www.proactiveinvestors.co.uk/companies/news/917585/gfinity-jumps-as-it-prepares-to-host-inaugural-epremier-league-invitational-tournament-917585.html |title=Gfinity jumps as it prepares to host inaugural ePremier League Invitational tournament |last=Muirhead |first=Calum |publisher=Proactive Investors |date=20 April 2020 |accessdate=30 July 2020 }} Abu Dhabi Motorsport Management,{{cite news |url=https://www.sportbusiness.com/news/gfinity-and-abu-dhabi-motorsport-management-to-launch-new-esports-championship/ |title=Gfinity and Abu Dhabi Motorsport Management to launch new esports championship |publisher=SportBusiness |date=4 June 2020 |accessdate=30 July 2020 }} Microsoft,{{cite news |url=https://www.proactiveinvestors.co.uk/companies/news/900865/gfinity-s-revenue-growth-driven-by-strategic-client-relationships-900865.html |title=Gfinity gets pandemic boost as world turns to esports |publisher=Proactive Investors |date=14 July 2020 |accessdate=30 July 2020 }} Activision Blizzard, Amazon.com,{{cite news |url=https://www.gfinityplc.com/news/gfinity-selected-by-amazon-to-deliver-the-twitch-prime-crown-cup/ |title=Gfinity selected by Amazon to deliver The Twitch Prime Crown Cup |publisher=Gfinity |date=2 July 2019 |accessdate=30 July 2020 }} BT Sport{{cite news |url=https://www.forbes.com/sites/stevemccaskill/2020/05/11/bt-sport-and-gfinity-develop-esports-formats-for-uk-tv-during-lockdown/ |title=BT Sport And Gfinity Develop Esports Formats For U.K. TV During Lockdown |last=McCaskill |first=Steve |work=Forbes |date=11 May 2020 |accessdate=30 July 2020 }} and the Sky Group.

In March 2020, Gfinity CEO Graham Wallace and executive chairman Garry Cook stepped down from their roles; they were replaced, respectively, by global brand officer John Clarke and the company's co-founder Neville Upton.{{cite news |url=https://www.gamesindustry.biz/articles/2020-03-19-gfinitys-ceo-and-chairman-step-down-ahead-of-60-percent-cost-reduction-plan |title=Gfinity's CEO and chairman step down ahead of 60% cost reduction plan |last=Handrahan |first=Matthew |publisher=gamesindustry.biz |date=25 March 2020 |accessdate=31 July 2020 }} The same month, the company was selected to operate the online qualifiers and playoffs for the inaugural ePremier League USA by NBC Sports.{{cite news |url=https://www.sportbusiness.com/news/gfinity-to-deliver-online-qualifiers-for-epremier-league-usa/ |title=Gfinity to deliver online qualifiers for ePremier League USA |last=Cronin |first=Ben |publisher=SportBusiness |date=26 February 2020 |accessdate=31 July 2020 }} In April, Gfinity hosted the ePL Invitational tournament for Sky Sports, from which the prize fund was donated to the #PlayersTogether initiative to benefit the National Health Service.{{cite news |url=https://www.voxmarkets.co.uk/articles/gfinity-hits-the-back-of-the-net-with-the-first-epremier-league-invitational-tournament-a9330fe/ |title=Gfinity hits the back of the net with the first ePremier League Invitational Tournament |publisher=Vox Markets |date=20 April 2020 |accessdate=31 July 2020 }} The tournament was viewed by over 150 million people across all channels.{{cite news |url=https://www.esportstalk.com/news/premier-league-esports-invitational-secures-more-than-150-million-views/ |title=Premier League Esports Invitational Secures More Than 150 Million Views |last=Parker |first=Jason |publisher=EsportsTalk |date=5 May 2020 |accessdate=31 July 2020 }} After signing a multi-year agreement to deliver the F1 Esports Series, Gfinity delivered eight virtual races during the 2020 Formula One season postponement.{{cite news |url=https://www.esportsinsider.com/2020/05/gfinity-f1-esports-series-extension/ |title=Gfinity continues to operate F1 Esports Series in multi-year deal |last=Wootton |first=Jamie |publisher=Esports Insider |date=20 May 2020 |accessdate=31 July 2020 }}

In May 2020, Gfinity announced the creation of a new digital media group within the company, Gfinity Digital Media (GDM), now headed up by Rebekah Billingsley as managing director.{{Cite web |date=2022-09-15 |title=Gfinity appoints Rebekah Billingsley as Managing Director of GDM |url=https://www.gfinityplc.com/rebekah-billingsley-appointed-as-managing-director-of-gdm/ |access-date=2023-04-19 |website=Gfinity PLC |language=en-US}}{{cite news |url=https://esportsobserver.com/gfinity-digital-media-group/ |title=Gfinity Expands With Digital Media Group, Ecommerce, and Digital Rewards |last=Ashton |first=Graham |publisher=The Esports Observer |date=26 May 2020 |accessdate=31 July 2020 }} With its launch, GDM also revealed Gfinity Plus, a digital rewards programme that supports gamer forums and facilitates data collection, which launched in July.{{cite news |url=https://www.voxmarkets.co.uk/articles/-gfinity-to-launch-gfinity-plus-rewards-programme-3a4730e |title=Gfinity to launch Gfinity Plus rewards programme |last=Morgan |first=Francesca |publisher=Vox Markets |date=13 July 2020 |accessdate=31 July 2020 }}

Utilising its own technological intellectual property and production processes, Gfinity creates and delivers virtual and online esports programmes and competitions for publishers, sports rights holders, brands and media organisations, including Activision and 2K Games.

Since April 2020, the company has delivered the Virtual Grand Prix series and the ePremier League Invitationals, delivering record-breaking figures during the cancellation of many sporting events amid the COVID-19 pandemic. The Virtual Grand Prix Series received 30 million views across TV and digital platforms during the lockdown period, whilst the ePremier League Invitational Tournament received over 150 million total video views. Gfinity also partnered with BT Sport to produce the BT Sports FIFA Challenge,{{cite news |url=https://esports-news.co.uk/2020/05/12/gfinity-bt-sport-fifa-challenge/ |title=Gfinity partners with BT Sport for new FIFA Challenge tournament |last=Sacco |first=Dom |publisher=Esports News UK |date=12 May 2020 |accessdate=31 July 2020 }} and with Willow TV to deliver the eCricket Challenge, a series which saw professional cricketers competing against each other in the video game Cricket 19.{{cite news |url=https://esports-news.co.uk/2020/04/17/gfinity-cricket-esports-tv-series/ |title=Gfinity to run cricket esports TV series tournament with pro cricketers taking part, including England's Stuart Broad |last=Sacco |first=Dom |publisher=Esports News UK |date=17 April 2020 |accessdate=31 July 2020 }}

Gfinity also partners with organisations to deliver projects across creative, production, game operations, community building and commercial opportunities.

In June 2020, Gfinity agreed a five-year partnership with Abu Dhabi Motorsport Management. Together, the two companies created the Global Racing Series, of which the first product is the V10 R League. The new racing championship will feature some of the fastest professional simulation racing drivers with a roster of teams from digital motorsport.{{cite news |url=https://esports-news.co.uk/2020/06/07/gfinity-abu-dhabi-motorsport-management-new-esports-racing-championship/ |title=Gfinity and Abu Dhabi Motorsport Management to create a jointly owned new esports racing championship |last=Sacco |first=Dom |publisher=Esports News UK |date=7 June 2020 |accessdate=31 July 2020 }}

Gfinity's media arm operates and owns 10 gaming, hardware and entertainment-based websites: [http://gfinityesports.com/ GfinityEsports.com], [https://realsport101.com/ RealSport101.com] ([https://realgaming101.es/ and the smaller international sites: RealGaming101.es], [https://realgaming101.pt/ RealGaming101.pt] and [https://realgaming101.me/ RealGaming101.me]), [https://stealthoptional.com/ StealthOptional.com], [https://epicstream.com/ Epicstream.com], [http://www.RacingGames.gg RacingGames.gg], [https://MTGRocks.com MTGRocks.com] and the latest addition [https://Stockinformer.com Stockinformer.com] / [https://stockinformer.co.uk .uk]. The sites are monetised through CPM (programmatic static and video advertising), CPA (affiliate sales and brand partnerships), site takeovers and social amplification. The company has partnerships in place with Venatus (for ad serving).

Gfinity Plus, which launched in July 2020, is a reward-based product used by the company to "gather data and pave the way for the company to offer online social tournament play".{{cite news |url=https://www.gfinityplc.com/news/gfinity-announces-creation-of-gfinity-digital-media-and-new-ecommerce-and-rewards-programme-initiatives/ |title=Gfinity announces creation of Gfinity Digital Media and new ecommerce and rewards programme initiatives |publisher=Gfinity |date=26 May 2020 |accessdate=31 July 2020 }}

{{reflist}}

• [https://www.gfinityplc.com Official website]
• [https://www.gfinityesports.com GfinityEsports.com]

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Category:Esports organizations

Category:Companies based in the City of London

Category:British companies established in 2012

Category:Companies listed on the Alternative Investment Market

Category:2012 establishments in England