Mark Brittain, global head of commercial at Simon Cowell's company Syco, has moved to eSports, joining Gfinity as chief commercial officer.
Brittain has been hired to help Gfinity connect with brands who are interested in developing a relationship with gamers. Speaking to The Drum, Brittain said he has already identified “at least 60 ways for a brand to get involved” in the eSports space since joining.
While at Syco, Brittain's role was evenly split between working with Cowell, and entrepreneur and producer Simon Fuller.
Brittain said he wants to convert “intimidated decision makers alien to the concept of eSports” into loyal partners. To do this he has to “break down barriers and allows brands to experiment in the space. My success has always been about listening to a brand objective and creating a bespoke opportunity."
"I genuinely feel that eSports is one of the most exciting entertainment sectors in the world right now," Brittain concluded.