AIM-listed Esports company Gfinity (LON:GFIN) has announced it will team up with Codemasters to power up the launch of its new racing game GRID.

Gfinity, which produces esports content and runs its owns tournaments, will use its RealSport101 news subsidiary to spotlight various editorials and other opinion pieces written on the new game by leading motor sport writers, as well as hosting advertising, video content and weekly online interactive quizzes.

RealSport101.com has enjoyed a 42% increase in visitors since April, the company revealed earlier this week, reaching 150,000 gamers every day with more than 2.5mln people regularly engaging via its Facebook page.

The tailored GRID content, which will run for three weeks from 30 September, is expected to give a big boost to the GRID launch by allowing it to connect with the growing and hard-to-reach young esports fanbase.

John Clarke, Global brand and marcomms officer at Gfinity, said the esports leader is “delighted” to partner with Codemasters.

Clarke commented: “Our millions-strong community of gamers are already excited about its launch.”

Shaun White at Codemasters said RealSport was the “ideal partner and platform” to connect with players and establish new fans.

In trading on Wednesday afternoon, Gfinity’s share price was unmoved, hovering at 3.9p per share, down from highs of 12.3p in October last year.