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Gfinity PLC on Thursday said it has been appointed by the Saudi Pro League as its exclusive esports strategy development partner.
The London-based esports and gaming solutions provider said it will help bring the SPL's virtual football gaming strategy forward and create a multi-year programme. This will include an emphasis on grassroots competitions, gameplay and live experiential events.
Gfinity explained the SPL is responsible for the management of top division professional football in Saudi Arabia, while the Middle East country is one of the world's fastest growing gaming nations with two thirds of its population aged 35 or under.
"A younger demographic, globally dispersed and connected by technology, makes digital and gaming an important part of our journey to meet the growing demand for SPL and its products," said SPL Chair Abdulaziz Alafaleq.
On September 29, Saudi esports and gaming company Savvy Games Group announced a $38 billion investment strategy ahead of a target to establish Saudi Arabia as a leading esports and gaming centre by 2030.
"Gfinity will utilise its years of experience working with leading sports rights holders such as Formula 1 and the English Premier League to create a world leading structure and programme," said Gfinity Chief Executive Officer John Clarke.
Gfinity signed a commercial agreement with Red Bull on November 8 to be its production partner for the third edition of the Red Bull Home Ground e-sports tournament.
It will provide end-to-end production services to broadcast the Valorant Invitational event in Manchester from December 9 to 11, including outside broadcasting TV facilities and infrastructure, and pre-event content planning. It has previously delivered three events for Red Bull.
Shares in Gfinity increased by 6.4% to 1.25 pence in London on Thursday around midday.
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