Actor and producer Seth Green has joined the advisory board of growing esports entertainment company, Global Gaming League (GGL).

Green joins GGL in launching its new gaming platform, GGL Primes, offering free and paid tiers. To celebrate Green joining the organization, GGL Primes will host “Ready, Seth, Go!”, a month-long immersive tournament series beginning Thursday.

The event will include 10 competitions across multiple game franchises (some of which feature Green’s work), including “Mass Effect,” “Call of Duty: Infinite Warfare Zombies,” “Tekken 8” and “Street Fighter 6,” giving players 50 opportunities to win prizes through gameplay, creativity and community involvement, according to GGL.

Best known for creating and executive producing the Emmy Award-winning series “Robot Chicken” and his iconic roles in “Family Guy,” “Austin Powers” and “Buffy the Vampire Slayer,” Green is a lifelong video game lover who has also voiced characters such as Joker in BioWare’s “Mass Effect” trilogy and Poindexter S. Zittermann in “Call of Duty: Infinite Warfare Zombies.”

GGL’s goal is to expand beyond traditional esports and become an entertainment brand where gaming, celebrities, music, sports, creators and culture come together in live events, original programming, digital experiences and community-driven competition. As an advisor, GGL says Green will assist in this goal by collaborating with executive leadership on creative strategy, intellectual property development, audience engagement, talent partnerships, original programming and long-term brand expansion.

Clinton Sparks, founder and CEO of GGL, says Variety The league and his new platform GGL Primes were born from a desire to “build international bridges, connect cultures, bridge age gaps and elevate underappreciated communities” in a way he believes only music has done. However, Green says that “there was a time when Twitter felt that way.”

“Since the beginning of Twitter, Pete Wentz and I have talked about it,” Green says. “For example, if we had a chance to talk to Robert Smith when we were teenagers, like, ‘What’s up, dude? I love your hair!’ or whatever. Twitter, when it started, became an incredible equalizer where anyone could reach anyone. And ultimately, as with any of those things, it is exploited for negative power. But that feeling, that access, that feeling of real connection, is something that seems possible with this.”

Founded by Sparks, a Grammy-nominated music producer and former FaZe Clan executive, along with T-Pain as chief strategy officer and Priceline co-founder Jeff Hoffman as president, GGL has attracted celebrities such as Howie Mandel, NE-YO, Flavor Flav and podcast stars Gillie&Wallo267 as owners of some of the league’s teams.

“People come for different reasons and have different passions that connect with them,” Sparks said. Variety. “Obviously, [Seth] has a different perspective than Howie or NE-YO. Some people are equipment owners, some people are more into the infrastructure of the business side of it… So it depends on your capacity, your bandwidth, your level of interest and understanding of what this means to so many people, and what it can be. Clearly, Seth gets it, because he’s built a career building fandom and attracting people to things that are culturally relevant and interesting.”

Sparks continued, “We both have a shared passion for helping other people and providing opportunities. So bringing in Seth, someone who understands storytelling, someone who has a history in entertainment and nerd culture and gaming culture and all these things that intertwine, that’s exactly what we’re building.”

To date, GGL has partnered with seven AAA video game publishers and recently became iHeartMedia’s first video game partner. But one area of ​​expansion that Green and Sparks want to focus on heavily is adding more women in public roles within GGL to accurately represent the number of women within the gaming community at large. That means finding celebrities to be players, team owners and other prominent members of the business.

“I’ve talked to everyone from Kris Jenner to Charlize Theron to Megan The Stallion,” Sparks said. “I’ve talked to women from all walks of life and I’m trying to sell to them and show them why this is so powerful and how it can bring so much more meaning to your audience or your own personal brand, and how big the audience is. I’m trying to make them aware that this is an incredible opportunity for you to build your legacy, your business and have an authentic imprint on the largest entertainment audience in the world.”

According to GGL, the message “Ready, Seth, go!” The tournament will feature events including: