UK-based esports operator Gfinity has announced it’s been appointed by Cadbury to deliver a new gaming tournament.
The Cadbury Heroes Parents League will see players competing against one another in a knockout competition.
It will involve 12 teams of 2 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, then there will be a period of training for the teams before the tournament is livestreamed in early November 2020.
The final will be hosted from the Gfinity Arena in Fulham in November.
Gfinity will be paid a six-figure fee to deliver the tournament, which will contribute towards the company’s target of moving into profitability in Q1 2021.
As part of the agreement, Gfinity will be responsible for sourcing gaming talent, facilitating the tournament play, production and broadcasting the final from the Gfinity Arena in London.
The tournament will be broadcast across Gfinity’s owned channels including on Twitch and YouTube and will be supported by a campaign across Gfinity Digital Media group websites, including editorial coverage.
Gfinity is working in partnership with an 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.”
Gfinity also produces the F1 Esports Series among other tournaments.
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Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
