In 2017, HT&E Events and Gfinity Plc established Gfinity Esports Australia to launch Australia’s first city-based league, the Gfinity Elite Series. With esports still widely misunderstood prior to launch, Greg and the Gfinity team undertook a national roadshow to educate the market and present a program of integrated partnership opportunities for the launch of the Gfinity Elite Series. Backed by a combination of endemic and non endemic partner brands, the Gfinity Elite Series presented by Alienware launched with enormous scale, putting the talents of our Australian teams on a global stage.