Florida-based esports organisation Misfits Gaming Group (MGG) has launched The Misfits Agency, a media company designed to help brands enter into the gaming and esports sector.
The agency will aim to ‘bridge the gap between generational audiences’ through content creation, with award-winning content creator Amy Palmer becoming The Misfits Agency’s President.
At launch, The Misfits Agency will be collaborating with finance company SoFi and American multinational conglomerate Hasbro, which is largely known for its range of toys and board games.
Palmer, the newly-appointed President of The Misfits Agency, spoke on the creation of the agency in a release: “Working with The Misfits Gaming Group and Ben Spoont to build a next-generation agency for the esports and Gen-Z audiences that will dominate every sector of business in the next decade is an incredible opportunity.
“I’m looking forward to creating high-level content that resonates with our audience, as well as helping to build and identify next-level content creators and influencers.”
2021 has been a productive year for MGG so far. In April, the organisation launched its ‘Women of Misfits’ platform which was created to mentor women within the gaming sector. Moreover, on May 18th, the organisation joined forces with esports and gaming media group Dexerto to deliver a range of branded content across the group’s platforms.
Ben Spoont, CEO of Misfits Gaming Group, also commented on The Misfits Agency’s launch: “Creating our own agency within Misfits Gaming Group marks the evolution of where our industry is heading. Offering brands and companies the opportunity to reach the most loyal audience in the world through authentic content and campaigns creates value for the esports and content creator ecosystem and brands who want the next-generation messaging.”
Esports Insider says: Agencies assisting with companies to tap into the gaming and esports space are nothing new but it is certainly interesting to see an organisation create an agency of its own. With two high-profile clients already on The Misfits Agency’s portfolio, it’s likely that the organisation will attract more brands looking to create content aimed at a growing audience.