London-based esports and gaming tournament organiser Gfinity has announced a three-year partnership with fan engagement platform IQONIQ.
As a part of the deal, Gfinity will leverage its resources, such as industry knowledge and expertise, business relationships, tournament technology, and the Gfinity Digital Media community, to support the building of an online gaming hub on IQONIQ’s platform.
In exchange, Gfinity will receive a monthly provision for its services, which include online content production, influencer management, marketing and promotion, online gaming and tournament play and commercial and creative support.
John Clarke, Gfinity Chief Executive, spoke on the partnership in a release: “The IQONIQ team has built a unique concept that provides fans with a highly personal experience, and we are excited to commence what we hope will be a long-term relationship with IQONIQ, aiding its expansion into esports and gaming.
“The partnership demonstrates Gfinity’s strategic focus of working with game-changing organisations that have a need for our core capabilities and who are prepared to share a commercial upside based on our combined performance. Commercially this is one of the largest deals in Gfinity’s history and the team is ready to deliver outstanding results.”
Part of the collaboration’s initial focus will be to deliver a new, fan-focused tournament in eFootball PES 2021. This follows on from IQONIQ’s partnership with game publisher Konami.
Kazim Atilla, IQONIQ Founder and Chief Executive added: “This marks the beginning of a fundamental strategic partnership for us, strengthening our position within the esports market. With Gfinity, we have one of the strongest partners possible to further support IQOINQ’s growth in the industry.
“Furthermore, it will also support the IQONIQ App in providing a host of digital assets and services for all its users. Thanks to this agreement, when launched, the App will play a pivotal role in how fans are able to not only engage with their favourite content, teams, brands, and idols but also advances the ways in which they’ll be rewarded for their continued loyalty on the platform.”
Esports Insider says: As a newcomer to esports, it’s a good move for IQONIQ to partner with an established tournament organiser such as Gfinity. Being able to use its vast resources in exchange for a monthly fee seems like a viable way to jump-start its esports endeavours.