Gfinity injects the X Factor into eSports as Syco exec Mark Brittain joins to tempt brand integration

UK-based eSports organizer Gfinity hopes to emulate the commercial success of Simon Cowell’s X Factor by hiring Mark Brittain, a former executive from the TV production firm Syco, that helped produce the show.
Tapping into the entertainment industry, the company has hired Brittain as chief commercial officer whereupon he will bring his licensing and prowess to the fore, experimenting new ways to connect brands with eSports. He told The Drum he has identified “at l