London-based esports solutions company Gfinity is diversifying its revenue streams with the launch of Gfinity Digital Media, a new ecommerce platform, and a digital rewards program across its content outlets.
Already operating several gaming websites, Gfinity’s new digital media group will monetize through website takeovers and programmatic advertising (CPM), in partnership with Venatus and Bidstack. It will drive revenue from ecommerce through a non-exclusive relationship with global affiliate marketing network AWIN and analytics platform Trackonomics, and will deliver content creation for partners—such as Middle East esports team YaLLa Esports.
Talal Musa, responsible for Gfinity’s web and social channels, has been named Head of Gfinity Digital Media. His professional background includes roles in SEO and public relations, as well as various reporting and editing positions at various UK news publications.
Stealthoptinal.com, a Gfinity-owned gaming tech website, now has an ecommerce-focused section. Titled “‘Stealth Optional, Purchase Mandatory,” it includes buying guides and deals, and is looking to tap into fourth-generation game consoles to be released in the 2020 holiday season.
The company is also rolling out “Gfinity Plus,” a rewards-based product that will, according to the announcement, be used for “gathering data and paving the way for the company to offer online social tournament play.”
In March of this year, Gfinity undertook a strategic review, resulting in several efforts to reduce its annual cost base of £8.5M GPB ($10M USD) by more than 60%. Having exited areas such as low margin tournament operations, Gfinity is now focused on building both its own online communities and those for partners, as well as motorsports.
