The company will organise, produce and live stream the entire event.
Cadbury has appointed esports producer Gfinity to deliver new gaming tournament, the Cadbury Heroes Parents League.
The knockout competition will take place on an as yet unspecified “leading games title” and will consist of 12 teams of two players.
The teams will be made up of one gaming influencer and their parent or guardian. The competitors will be announced at the beginning of next month.
The final will be hosted from the Gfinity Arena in Fulham in November.
The tournament will be live streamed when it kicks off in early November 2020, and a highlights film will be aired at the end of the competition.
Gfinity revealed it will be paid a “six-figure fee” for its work on the tournament. For this it has to source the gaming-based talent; facilitate the tournament play; produce and broadcast the final from the Gfinity Arena.
The entire tournament, from the training to the highlights film, will be broadcast across Gfinity channels including on Twitch and YouTube and will be supported by an integrated campaign across Gfinity Digital Media group websites.
This will include bespoke written editorials telling the story of the influencers and paid media advertising placements.
John Clarke, CEO, Gfinity, said: “The tournament provides an exciting opportunity to deliver an integrated campaign utilising all our services including Gfinity Digital Media, influencer management, leading gaming content production and tournament play. We are excited to be working with Cadbury to deliver this new tournament and to help connect them with the typically hard to reach audience of gamers.”