(Alliance News) -Â Gfinity PLC on Monday unveiled a partnership with Magic Lamp Technologies Ltd, the owner and operator of MapGenie.io.
Shares in e-sports firm Gfinity were up 18% at 4.74 pence in London on Monday.
Under the partnership, Gfinity Digital Media will embed MapGenie's interactive video game maps into relevant articles across its network, allowing users to track their gameplay progress and access wider information and features.
"This will provide Gfinity with valuable gaming tools that will expand GDM's existing tutorial offering around some of the industry's biggest games. The partnership will drive the advertiser appeal of GDM's websites by increasing dwell time and return user rate. In turn, MapGenie will benefit from an increase in user traffic to its sites and growth across its subscription base," the company said.
The deal forms part of a wider strategy to accelerate growth across Gfinity Digital Media, which receives up to 14 million monthly users and remains on track to deliver target revenue of GBP2 million for this financial year.
"Through the integration of MapGenie's highly popular interactive maps, we will add further depth to our popular editorial and video content, driving the improvement of core site metrics like returning users, bounce rate and dwell time. Our strategic focus is to drive deeper user engagement across our ecosystem and MapGenie will help us to provide an enriched user experience," said Talal Musa, head of Gfinity Digital Media, adding that this partnership is the "first of many initiatives" being rolled out over the next few months.
By Lucy Heming;Â lucyheming@alliancenews.com
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