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Gfinity

Gfinity

In December 2016 Gfinity became Seven League’s first client in the extremely fast-growing Esports sector.

Well known for being a best-of-the-best Esports tournament producer, Gfinity created their own tournament IP with the Elite Series in 2017, and we continue to drive their digital engagement strategy for that into 2018.

Elite Series – an 8 week season featuring 10 pro team franchises playing FIFA18, Street Fighter V and Rocket League – addresses two key issues in esports in particular.

First, the season format – 7 weeks of round-robin league fixtures followed by semi-finals and finals events – helps make Esports make sense for broadcasters.

Season One was broadcast live on BBC Three, in part because it had a regular cadence that made sense from a scheduling perspective. They also benefitted from being able to tell stories from the 160 players in the tournament that fully resonate with their audience.

Additionally, Elite Series gives amateur players a genuine pathway to turning pro, via its online feeder tournament Challenger Series.
The top 30 players from the leaderboards for each game go into a Draft, with all 8 pro teams drafting at least 2 players for each game.

From a social content perspective, esports follows some similar patterns to traditional sport in terms of live event coverage, but the real successes come with evergreen off-stage pieces with players and casters- these extend the reach of the brand to a new audience more than any other content.

Season 3 ran exclusively on Facebook in March and April 2018, using the Show Page format that’s part of Facebook’s Watch initiative.