LONDON: Gfinity plc, a leading esports and gaming solutions provider, has partnered with YaLLa Esports, one of the leading MENA esports teams, to expand its RealGaming101 offering into the Middle East-North Africa (MENA) region.

The partnership will see YaLLa and Gfinity work together to create content and commercial opportunities that will benefit both parties.

This partnership will see Gfinity launch its new MENA focussed website, RealGaming101.me.  The website will be launched to the public later this month and will target the 93m* engaged gamers in the region.  It will be 100% Arabic and managed by a team of skilled journalists and writers based in the region.

On 16 March 2020, Gfinity announced that following a strategic review it would focus its business on three core areas, one of which was building its own Community.  RealGaming101.me will join the growing stable of Gfinity websites including Gfinityesports.com, Realsport101.com and the recently launched StealthOptional.com. RealGaming101.me will host similar content to RealSport101.com, which has helped to grow page views from two million in April 2019 to more than 10 million in March 2020.

Through leveraging Gfinity’s partnership with Bidstack and Venatus, the website will also connect local publishers and large-scale brands with gamers and esports enthusiasts. The commercial solutions that will be offered include programmatic advertising, bespoke video and audio-based promotions and brand site takeovers, which will significantly increase the opportunity for additional revenues to be generated.

John Clarke, CEO, Gfinity, said: “Growing our own community franchise is a strategic priority for Gfinity and this exciting new partnership with YaLLa represents a significant opportunity to expand our reach and tap into the passion that gamers in the Middle East have for all things related to esports. It is a market that is grossly underserved with high quality and entertaining local language content. Not anymore. We look forward to learning alongside the YaLLa team, expanding the esports fan base and creating a new and robust revenue stream for both parties.”

Klaus Kajetski, founder and CEO, YaLLa Esports, said: “We are looking forward to partnering with Gfinity on various projects supporting the regional Arab esports ecosystem, a long-term goal and vision for us at YaLLa Esports since foundation.

“I believe through combining our expertise with Gfinity, we are strongly positioned to grow the regional esports scene – and bring gaming to more people in the Middle East.”