The esports firm said Gfinity Digital Media (GDM) will focus on three revenue streams; website takeovers and programmatic advertising delivered in partnership with advertising platforms Venatus and Bidstack Group PLC (LON:BIDS), a non-exclusive relationship with global affiliate marketing network AWIN and analytics platform Trackonomics to drive eCommerce revenue, and content creation and community build product for partners, most recently a deal with YaLLa Esports in the Middle East region.
The company said it had appointed Talal Musa, who is responsible for its web and social channels, as head of GDM with immediate effect to oversee the development of Gfinity’s owned websites as well as delivering on the “significant revenue opportunities”.
Gfinity also said that it will leverage its in-house team's expertise to add new websites during the year as well as offer social tournament play utilising the firm’s Tournament as a Service product.
Meanwhile, the company said it has launched 'Stealth Optional, Purchase Mandatory', an eCommerce focused section of its tech-focused website Stealthoptional.com targeting increased revenue.
The group said the website was in “prime position to take advantage of the launch of next-generation hardware - new game consoles and peripherals - by the end of the year”.
The company is also launching Gfinity Plus, a rewards-based product offering exclusive content, forums, gamification, giveaway and perks to those who sign up, gathering data and allowing it to offer online social tournament play.
"Gfinity's focus is on diversifying our revenue streams and placing greater emphasis on driving value from what we own and create. Tens of millions of gamers choose to engage with great Gfinity content each month. It is time to take this to the next level and maximise the monetisation potential which is significant and high margin”, Gfinity chief executive John Clarke said in a statement.
“During the lockdown we have seen an unprecedented growth in interest in gaming. Thanks to our strategy and expertise, Gfinity was in the best possible position to talk to and engage with this new influx of gamers…With Gfinity Plus we are rewarding those who come to Gfinity, encouraging them to return time and again. Coupled with our move into eCommerce it puts us in a strong position as the gaming world prepares to enter the next generation of hardware at the end of this calendar year”, he added.