Gfinity hire former Syco executive Matt Brittain as chief commercial officer

Gfinity has hired former Syco executive Matt Brittain as chief commercial officer, hoping that he can bring his experience on commercially successful projects like Britain’s Got Talent and X Factor to Gfinity’s esports programming.

It’s the latest in a long string of hires from around the entertainment industry which has seen Gfinity hiring from UFC, Microsoft and even Formula E as they look to harness the experience of people outside of the games industry to create a product that appeals to those outside of esports core demographic.

Brittain has spent the last 12 years at Syco, where he worked closely both with mogul Simon Cowell and producer Simon Fuller, and told advertising magazine The Drum, who broke the news, that he has already identified “at least 60 ways for a brand to get involved” in esports since signing up with the company.

There’s a lot of buzzwords and quotes at The Drum’s piece, which i’d recommend from extra context, but in short, Brittain’s aim is to convert potential commercial partners who might be intimidated or confused by what esports represents and help them understand how best to leverage esports.

In a quote to the Drum, Brittain said: “I genuinely feel that eSports is one of the most exciting entertainment sectors in the world right now.”