Reddit global offensive8/8/2023 But as esports winter sets in and skepticism about the return on investment of competitive gaming grows, the rebrand is a signal to potential partners and investors, too. With a visual refresh that includes an updated website and merchandise store, the target audience of Misfits’ rebrand is, first and foremost, the organization’s fans. Being able to gather input and perspectives from all those different stakeholders was super interesting, and something that really helped curate where this would go.” “It was a smooth but very methodical process we started with a bunch of calls with their top creators and various other people at Misfits. “There’s obviously a lot of changes going on at the Misfits brand, and this is a well-thought-through solidification of that,” said Paper Crowns lead art director Lukas Haen. Misfits worked with the gaming-endemic creative agency Paper Crowns to develop its updated visual style. In addition to removing “gaming” from its name, Misfits is rolling out a visual refresh that includes an updated logo based on its previous “angry bunny” motif and an expanded color palette, as well as a new, streetwear-inspired merchandise line. “But update the presentation of your company in a way that may attract new audiences.” “They’re not losing that kind of rebellious feeling to the name - and if that is what appeals to their customers, to that influencer base, then by all means don’t let go of that equity,” said Jim Heininger, founder of rebranding agency The Rebranding Experts. These days, it sells itself as an interactive entertainment and lifestyle company. In the past, Misfits described itself as an esports organization. One key aspect of Misfits’ rebrand is the removal of the word “gaming” from the company, which was previously known as Misfits Gaming. “That being said, people are passionate about gaming people are passionate about following social-native creators and the continued explosion of creator-made content.” “Obviously, esports will continue to grow - it will be a business - but it’s certainly not living to the expectations I think many people had for it as a full-blown enterprise,” said Misfits chief media officer Sam Toles. Misfits still fields teams in “Call of Duty,” “Overwatch” and “Valorant,” but the flow of brands’ marketing dollars into the competitive gaming industry has slowed, and Misfits executives have taken note. Misfits’ rebrand is yet another reflection of the org’s recent pivot into content creation, particularly its redoubled focus on Misfits’ aforementioned creator-fueled businesses inside metaverse platforms such as Minecraft and Roblox. “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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