Revenue amplification platform Playwire has acquired rights to represent North American esports organisation Misfits Gaming Group through 2020.
The partnership will see Playwire manage all media agency sales for Misfits Gaming Group for the rest of 2020, providing “access to previously unreachable brands and media agencies.” This will involve leveraging the brand’s “content and team sponsorships” with Playwire’s portfolio of gaming and esports media.
Discussing the partnership EVP of Global Sales at Playwire, Anthony Alexander, said:
“Misfits Gaming is incredibly unique because they are one of only a handful of esports organizations globally that has a team in the three major esports franchise leagues, plus Fortnite. We are always looking to create additional value for our partners and create more meaningful relationships between brands and the community.
“Misfits gives us the ability to help our advertising partners across a diverse set of target audiences. Working with a well-respected partner like Misfits can even help to drive incremental value for our exclusive network of online publishers through social amplification and content distribution.”
While CEO and Co-founder of Misfits Gaming Group, Ben Spoont, added:
“We’re thrilled to expand our partnership with Playwire across all our teams at Misfits Gaming Group. Playwire have been a valuable extension of our sponsorship efforts, helping us to find partners looking for tailored campaigns that will resonate with our diverse and engaged community.”
Playwire has previously worked with Misfits Gaming Group in 2019, helping to establish partnerships with Alienware and Milk It. In recent months Misfits has also forged partnerships with Matrix Keyboards, SoFi, and Softgiving.
AYO.NEWS says:
With such a wide global audience thanks to its Overwatch League, Call of Duty League and LEC presence, Misfits clearly has a lot of potential commercial value still to be unlocked, so it makes a lot of sense to delegate that side of things to specialist. We’re sure it won’t be long until the first new deals are inked.
AYO.NEWS says features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited.
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