Esports and gaming organisation Misfits Gaming Group has appointed Sam Toles as the company’s first Chief Media and Entertainment Officer.
The move sees Misfits continue its transition into verticals outside competitive esports, instead focusing on ‘next-gen’ media and entertainment. This includes the likes of the creator and influencer ecosystem, a sector that Toles will be heavily involved in for Misfits.
In his new role, Toles will lead Misfits’ media and entertainment department, support its creators, optimise social media channels and develop original content.
Prior to joining Misfits, Toles served tenures at iFit and Bleacher Report as the companies’ Chief Content Officer. Misfits said in a release that during his time at Bleacher Report, he grew cross-platform social followers from under 40m to over 100m.
Toles joins Misfits during a major transition as the company looks to take advantage of opportunities outside of esports. After selling its League of Legends LEC franchise in 2022, Misfits went on to launch a $20m (~£17.8m) creator fund.
Moreover, content creator Karl Jacobs joined as a co-owner and Creative Director, with AustinShow also being named Executive Producer. Misfits also recently announced the launch of new Roblox game studio called Pixel Playground.
Within esports, Misfits Gaming Group still owns franchises in the Overwatch League (Florida Mayhem) and Call of Duty League (Flordia Mutineers).
Ben Spoont, CEO and Co-founder of Misfits Gaming Group, commented: “As we continue our transition to a media and entertainment gaming company, it’s essential for us to have experienced leaders that can help us achieve our vision.
“Sam has an impressive media background, spending years working with a wide range of companies from studios to digital entertainment. He understands what it takes for companies to thrive in the rapidly evolving entertainment space. He also appreciates the needs of creators and what it takes to make them successful, and this experience made him a perfect fit for what we’re doing at Misfits.”