Misfits Gaming Group

Misfits Gaming is an esports organization which fields teams in popular esports such as CounterStrike, Overwatch, Hearthstone, and Super Smash Bros. Further, the organization owns an Overwatch League franchise slot where it operates the Florida Mayhem Overwatch league franchise. The team has established partnerships with endemic brands such as Zipchair, Alienware, Tokyo Time, Zoomph, RESPAWN, and KIOXIA. As of July 2022, the team has amassed USD 1.4 million in prize money. The team was valued at USD 120 million with revenue of USD 8 million as per Forbes, as of November 2019, 

In June 2023, Misfits Gaming Group launched a new visual identity, including a revised logo, font, and overall art direction,  reflecting the company's shift in focus toward gaming, media, and culture and away from esports. Misfits' rebranding is part of its strategy to foster a community-driven environment that empowers creators and engages its global audience, with the company having launched a USD 20 million dollar creator fund in 2022 to augment its creator-focused business.

Misfits launched “The Misfits Agency” in May 2021 (later rebranded as “Unpause Media”) through which it planned to assist brands to enter the esports space. The company planned to partner with SoFi, the digital finance company, and Hasbro, the children’s entertainment conglomerate, at launch. This launch was notable as it’s rare for an esports team organization to launch an in-house agency. This additional revenue stream was expected to allow Misfits to leverage its existing following and network of brand partners to facilitate industry sponsorships. In July 2022, the team sold its League of Legends European Championship (LEC) franchise slot to Team Heretics, to diversify and focus on creative talent.

In line with its strategy to shift focus to digital content creation, Misfits announced the launch of a USD 20 million creator fund called the “Misfits Creator Fund” in November 2022. The fund, which will target creators and influencers, will provide tools, personnel, and the required infrastructure to implement new projects. 

Funding and financials

In September 2021, the company raised USD 35 million in a funding round led by the broadcasting firm The E.W. Scripps Company (Scripps). As part of Scripps’ strategic investment of USD 10 million, it will appoint a designee to MGG’s board of directors and gain broadcasting rights to MGG’s content which will be distributed through its television channels across the US. The partnership with Scripps is also expected to increase advertisers’ access to MGG’s audience.

The fresh funds were primarily funneled into MGG’s three esports teams—competing in the Overwatch, Call of Duty, and League of Legends ecosystems. Some funding is also expected to be diverted to growing its ad and sponsorship sales, events marketing, and content production and distribution. This will be in line with its plans to diversify its esports revenue streams by gaining exposure in the sale of media rights and long-form content.