Why Misfits is rebranding to pivot away from competitive gaming

As of today, the gaming entertainment and lifestyle organization Misfits is undergoing a thorough rebrand, reflecting an esports industry that is increasingly moving away from competition in favor of influencer- and creator-powered content production.

Since its formation in 2016, Misfits has built a notable esports brand in North America, at one point fielding teams in popular esports such as “League of Legends,” “Counter-Strike: Global Offensive” and “Overwatch.” But in recent years, Misfits has pivoted hard from competition, selling its “League” franchise spot in favor of investing in a series of creator-backed gaming and metaverse ventures, including a monetized “Minecraft” server and a Roblox development studio led by Misfits creator-owner Karl Jacobs.

“The overarching message here is that, from my perspective, this really continues to push forward this shift internally from this classic esports organization to what a new media and entertainment company might look like,” said Misfits CEO Ben Spoont. 

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