Gfinity continues its recent hiring string as it announces the hiring of Mark Brittain, a former Britain’s Got Talent and X-Factor production executive, as their new Chief Commercial Officer.
Brittain stated that he has identified “at least 60 ways for a brand to get involved” in the esports realm.
Of the hire, Gfinity CEO Neville Upton said:
“Securing Mark’s services is a real coup for us. His background with global successes such as X-Factor and the Got Talent series will prove invaluable in securing strategic partnerships and driving significant revenue for the company.”
During his tenure with production firm Syco, Mark Brittain was responsible for ushering in brands for the two massively successful national reality competition shows. But aside from licensing talent, it turns out Brittain’s also got confidence. In a statement to The Drum, Brittain stated that he has identified “at least 60 ways for a brand to get involved” in the esports realm since he joined Gfinity. With his credentials and industry connections, Brittain hopes to gain the trust of brands too fearful to take the plunge into the esports scene.
Brittain makes the transition during an incredibly active time for Gfinity. The UK esports company revealed their partnership with UEFA and FIFA alumsNoah Media Group last week, and recently announced six senior appointments (with professionals from UFC and TV production) immediately after a successful £6 million investment drive. These additions could bring a modicum level of trust to negotiation tables, as people like Brittain attempt to push British esports into the mainstream.
With growth and revenue numbers growing quarterly, and the Elite Series finally underway, the final quarter of 2017 could be Gfinity’s most substantial yet. However, to do this, Brittain will have to firmly make good on his promise to bring more non-endemic brands into the space. With Brittain quoted as saying that “esports is one of the most exciting entertainment sectors in the world right now,” it’s certainly possible that he has what it takes to generate excitement from outside of the insular esports community.