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Gfinity PLC (LON:GFIN) will hold a “first of its kind experiential event” at the VidCon London 2020 gaming and content creators festival from this Thursday to Sunday. 

The AIM-listed company believes its expertise staging esports events could make the ‘experiential’ sector a “huge growth area” for the business.

READ: Gfinity continues shift toward higher margin revenue streams, shuffles commercial team

Playing the Street Fighter V video game, the 15,000 or so expected young visitors to the show will be able to take part in a rolling tournament billed as a “tower climb”, where gamers will race to become sitting champion and then will face all-comers trying to knock them off top spot. 

Visitors to VidCon will be able to meet and play top ‘creators’, including YouTubers Talia Mar, The Odd1sOut and Lee ‘Hinchy’ Hinchcliffe and WWE NXT wrestlers Trent Seven and Mark Andrews.

Gfinity said this was the first initiative launched in partnership with ViacomCBS, as the pair “explore a broader potential strategic partnership focused on bringing market-leading gaming content and experiences to a new global audience”.

ViacomCBS, which is the owner of the VidCon expo, will support the Street Fighter V Tower Climb across its social accounts and its channels such as MTV and Comedy Central, Gfinity said.

“You get one chance to make an impression at VidCon London 2020 and with the Street Fighter V Tower Climb experience Gfinity is going to leave the audience shouting out for more,” said Gfinity’s chief commercial and brand officer, John Clarke. 

“As brands continue to see the value of experiential activations, gaming is the perfect way to engage the public. Gfinity is uniquely positioned to make these activations exciting and innovative through our creative and technology teams.”

Last year the company decided to refocus the business towards a “strategic client management model”, shifting the profile of its work towards own community revenues, strategic programme consulting and higher-margin content creation.