Actor and producer Seth Green has joined the advisory board of the emerging esports entertainment company Global Gaming League (GGL), coinciding with the launch of its new gaming platform, GGL Primes, which offers both free and paid tiers. The move matters because it signals GGL's ambition to move beyond traditional competitive gaming into a broader entertainment brand that fuses gaming with celebrity, music, sport and culture. To mark Green's arrival, GGL Primes is hosting a month-long tournament series called "Ready, Seth, Go!", beginning on Thursday.

In his advisory role, Green will work with GGL's leadership on creative strategy, intellectual property, audience engagement, talent partnerships and original programming. A lifelong gamer known for "Robot Chicken", "Family Guy", "Austin Powers" and "Buffy the Vampire Slayer", he has also voiced characters in titles including "Mass Effect" and "Call of Duty: Infinite Warfare Zombies". GGL was founded by Grammy-nominated producer and former FaZe Clan executive Clinton Sparks, with T-Pain as director of strategy and Priceline co-founder Jeff Hoffman as chairman, and counts Howie Mandel, NE-YO and Flavor Flav among its team owners. The company has partnered with seven AAA publishers and become iHeartMedia's first video game partner, and says a key priority is bringing more women into public-facing roles to better reflect the gaming community.