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Gfinity Hires Syco Entertainments’ Mark Brittain

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Ex-Global Head of Commercial Joins as Chief Commercial Officer

Gfinity, a global leader in esports events, today confirmed the appointment of Mark Brittain as the company’s new CCO. Brittain joins from SYCO Entertainment, one of the most successful entertainment companies in the UK, where he was Global Head of Commercial overseeing all commercial and revenue generating activity for company’s core brands, formats and represented talent.

Over the last twelve years Mark has worked for two of the most successful entrepreneurs in entertainment and sport Simon Fuller and Simon Cowell. As well as working on some of the world’s biggest IP such as American Idol, X Factor, Got Talent, 1Direction, Spice Girls, David Beckham and Andy Murray.

At Gfinity, Brittain will be responsible for forging new commercial partnerships with brands wishing to grow their exposure among an audience that is eschewing traditional media channels.

Neville Upton, Gfinity’s CEO commented: “Securing Mark’s services is a real coup for us. His background with global successes such as X-Factor and the Got Talent series will prove invaluable in securing strategic partnerships and driving significant revenue for the company.”

“When I looked at the metrics for esports I knew it was a sector I wanted to be involved inand one where my experience from roles at SYCO and 19 Management industry could make a real difference,” stated Brittain. “With its global footprint encompassing multiple touch points, Gfinity already offers its commercial partners a great route to engage with a young and passionate audience. The recent launch of the Challenger and Elite series, expands Gfinity’s reach and opportunities for brands both here in the UK and across the globe. And I genuinely feel that esports is one of the most exciting entertainment sectors in the world right now.”

About Gfinity:

Founded in 2012, Gfinity has quickly established itself as one of the world’s leading esports companies.  The London-based business enjoys strong relationships with game publishers, players and the wider esports community and has already built a strong reputation for delivering high quality competitions, both on-line and off-line, and producing industry leading esports broadcasts.

The Company has over half a million registered users, eligible to compete in its online competitions and stages world leading off-line events, which see the top players in the world, across a range of esports titles travel to the Gfinity Arena in London to take part in competitions, which are broadcast on-line to millions of viewers around the world.  The Company stages events featuring a number of top video gaming titles, across PCs, consoles and mobile devices.

The Company monetises the strong position that it has created through a combination of sponsorship, advertising, broadcast income relating to Gfinity’s own events and through fees received for creating and delivering bespoke events for sponsors and game publishers seeking to engage with the esports community.

About esports

esports (electronic sports) is watching or playing competitive video gaming. Leading titles include League of Legends, Counter Strike: Global Offensive, Defence of the Ancients 2 (DoTA 2), Call of Duty and Rocket League. The industry is growing rapidly, with new communities developing around more and more titles. The global esports market generated US$325 million of revenue in 2015 and is expected to make $463 million in 2016. The global esports audience in 2015 was 226 million people, 80% under the age of 35 and 70% male (source: Newzoo). Online streaming channels Twitch and YouTube command the biggest audiences, although esports events are also now being broadcast on conventional TV.  The 2015 League of Legends Championships finals in Berlin were watched by 36 million people, with a peak concurrent viewership of 14 million viewers, while at DotA 2’s flagship annual championship ‘The International 2016’ competitors from around the world competed for a prize pot of over $20 million.

About Mark Brittain

Since May 2011 when Mark joined SYCO he worked on bringing in over £120m in gross commercial revenue to the company.

On the UK X Factor between 2011 and 2016 Mark oversaw increased sponsorship revenue of over 32% as well as overseeing the digital growth around the shows including The X Factor App the most successful TV companion app, which achieved just under three million downloads and also boasts over 40 million votes cast.

Mark was also instrumental in the implementation of The X Factor tour which sold over 3 million tickets and is the UK longest running music tour. During the Last season X Factor had nine commercial partners and Mark closed deals with over 50 different brand partners, and over 30 different licensing deals

About The Elite Series

The Elite Series is a unique concept fully designed, owned and hosted by Gfinity, that aims to elevate esports and create new heroes. The series will comprise of eight professional teams competing weekly over a ten week season to become Elite Series Champions. The competition will take place live every weekend in the Gfinity Arena in London. Gfinity are employing a traditional sports broadcasting model with appointment viewing and well-known players to create habitual behaviour and emotional engagement to keep fans coming back for more.

The three games chosen, Street Fighter V, CS:GO and Rocket League, have been selected for their diversity to ensure the tournament is both accessible for new fans and the hardcore alike. The Elite Series will also draft in new players from their free to enter Challenger competition offering a never before seen opportunity for anyone to get into the lucrative world of esports.

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