Gfinity selected by Willow TV to deliver “The eCricket Challenge” in partnership with BetWay

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Gfinity plc, a world-leading esports and gaming solutions provider, announces it has been selected by premier cricket broadcaster Willow TV (owned by The Times Group) to design and deliver “The eCricket Challenge”, in partnership with Betway.

“The eCricket Challenge” is a TV series that will see some of the biggest names in world cricket competing against each other in the video game Cricket 19.


Gfinity designed and developed “The eCricket Challenge” format where players compete remotely in five-over matches. Through leveraging Gfinity’s virtual gaming expertise, cricket superstars from across three continents were connected for real-time live games. The pre-recorded shows, hosted from the Gfinity Esports Arena in Fulham, London will premiere in the U.S. and Canada, with new episodes every Sunday starting on 19 April 2020.

“The eCricket Challenge” features global superstars including Jofra Archer, Stuart Broad and Liam Plunkett representing England, Kieron Pollard, Jason Holder, and Andre Fletcher joining from West Indies and Glenn Maxwell playing for Australia.

John Clarke, Gfinity CEO, said: “The eCricket Challenge” is another example of how traditional sport is adapting to the increasing demand for virtual gaming. Watching some of the world’s best cricketers relax and play against their peers has created some memorable broadcast moments that fans will love. These shows will bring people closer together and put smiles on faces at a challenging time.

“A key pillar of Gfinity’s strategy is to build communities for others and helping organisations reach their key audiences in a virtual world.


“We are delighted to be partnering with Willow TV and proud to be adding “The eCricket Challenge” in partnership with BetWay to the portfolio of virtual sports and entertainment products.”