Shares of esports and gaming solutions provider, Gfinity (LON: GFIN) are rallying on Monday after it announced a new partnership between Gfinity Digital Media (GDM) and Magic Lamp Technologies Limited, the owner and operator of MapGenie.io.
Gfinity shares have climbed 20% to 4.80p per share.
The partnership will see GDM embed MapGenie's interactive video game maps into relevant articles across its network, which will allow users to track their gameplay process.
Gfinity said it will provide them with valuable gaming tools to expand GDM's existing tutorial offering around some of the industry's biggest games.
They also hope it will help drive GDM's websites' advertiser appeal by increasing dwell time and return user rate. MapGenie will benefit from an increase in user traffic to its sites and growth across its subscription base, Gfinity said.
The AIM-listed company is looking to accelerate growth across its GDM group, which receives up to 14 million monthly users with GDM remaining on track to deliver target revenues of approximately £2 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,” commented Talal Musa, Head of Gfinity Digital Media.
“Our strategic focus is to drive deeper user engagement across our ecosystem and MapGenie will help us to provide an enriched user experience,” added Musa.
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