UK-based esports tournament organiser Gfinity has announced an extended partnership with advertising technology platform Venatus Media to continue its monetisation efforts.
The new agreement will see Venatus continue to monetise Gfinity Digital Media (GDM) web platforms and extend its efforts to all of GDM’s gaming websites.
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Gfinity has launched a number of new websites recently under the GDM banner that companies can purchase ad space for, including Magic the Gathering news outlet MTG Rocks which, according to the release, has attracted over 200,000 monthly users since launching in February.
Gfinity’s CEO, John Clarke commented: “We are delighted to announce the expansion of our relationship with Venatus to drive engagement across some of our fast-growing websites. GDM continues to deliver against our key strategic pillar of ‘what we own,’ collaborating with some of the most innovative names in the digital gaming space, sharing expertise and technology to cross-sell to an ever-growing community of gamers.”
The initial partnership began in May 2020 when Gfinity ramped up its advertising efforts across the board. In addition to Venatus, the company also partnered with in-game advertising company Bidstack to connect publishers and brands with video game fans.
At the time, Gfinity had just launched tech news site Stealth Optional and boasted that its Gfinity Esports and RealSport101 sites had attracted 7m and 9m views per month, respectively.
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Rob Gay, Chief Executive of Venatus added: “We’re excited to expand our global relationship with Gfinity as the sole monetisation partner across their growing portfolio of gaming sites. Since launching our partnership in March 2020, Venatus has delivered direct and programmatic campaigns for some of the world’s biggest brands.
“The Gfinity brand is a huge asset to Venatus as a trusted brand within the esports space, offering high performance across various creative formats. We look forward to continuing our partnership, bringing new clients to these gaming and esports channels.”
Esports Insider says: Gfinity has made a number of growth-based strategic partnerships lately, which strengthens the tournament organiser’s position in the industry. The company ramped up its team, advertising sources, and fan engagement in a bid to reach an ever-growing gamer audience worldwide. Per an official blog post, Gfinity is on track to deliver revenues of £2m by the end of 2021.