Gfinity has signed a five-year deal with Abu Dhabi Motorsport Management (ADMM) to create an e-sport championship.
The agreement combines Gfinity’s gaming experience and ADMM’s ability to host events including the Formula 1 Etihad Airways Abu Dhabi Grand Prix.
There will be two seasons in each calendar year. Gfinity will host the races, and drivers will join remotely from around the world to compete behind the wheel of a bespoke, single-seater car.
Gfinity will use its Race Control technology for in-race adjudication, and data feeds will deliver insights to fans about driver and car performance. Its digital media group will work with ADMM’s marketing and social media teams to build new channels and a global community of racing fans.
John Clarke, CEO of Gfinity, said, “There are millions of gamers that love racing. We have created a format that will excite and draw them into the e-sport racing championship, giving sponsors and advertisers the opportunity to engage with this typically hard-to-reach audience.”