SVG Sit-Down: Misfits Gaming Group's Ella Pravetz on Reaching the Evolving Esports Audience, Staying Authentic Esports' scrappiness' and informality offer lessons for traditional sports media By Jason Dachman, Chief Editor
Wednesday, April 7, 2021 - 4:02 pm
Print This Story | Subscribe
Story Highlights
As a tier one esports organization with teams competing in League of Legends European Championship (LEC), Overwatch League (OWL), Call of Duty League (CDL), and others, Misfits Gaming Group's media-production team is constantly churning out fresh content to serve the fans.
Last year, Misfits Gaming announced the opening of its new 18.000-sq.-ft. corporate headquarters in Boca Raton, FL. Although the pandemic has forced many on the Misfits media-production team to continue to work remotely, the Boca Raton office is equipped with a brand-new fully equipped production studio complete with Blackmagic Ursa Mini 4.6K and Sony A7iii cameras, as well as a Maverick 2 Pro drone.
With the LEC and CDL season in full swing and OWL set to kick off next week, Misfits continues to ramp up its production operation to serve its hundreds of thousands of fans and subscribers across YouTube, Twitch, and social platforms.
SVG sat down with Misfits Gaming Group President, Media and Branding, Ella Pravetz, who oversees a team of 15+ creatives from production to social media and design across three brands: Misfits Gaming (LEC), Florida Mutineers (CDL), and Florida Mayhem (OWL). Pravetz discussed the Misfits content-creation ecosystem, how her content strategy varies from one social/digital platform to another, her belief in the YouTube trickle-down theory, how to engage with players and tell their stories authentically, and what the mainstream media-production industry can learn from the esports sector.
Misfits Gaming Group's Ella Pravetz: If you create really strong long-form content and different series on YouTube, that can fuel a lot of the social [platforms].
Tell us a bit about your production operation and how it has evolved since your arrival.
Misfits was founded in 2016 with the [League of Legends EUW Challenger Series] team, and I joined in 2017. Back then, I was one of the first creative people hired on the European side, and we didn't have a studio; we just stayed in the gaming house and covered the team. We've grown a lot in just the last four years.
[Previously], half of us were in Berlin covering League of Legends, and half of us were in L.A. covering Overwatch League. I eventually took over the role of overseeing all the different brands and creative teams and was [tasked with] how to create the infrastructure for that. Since then, within my department, we've created a design team, a social-media team, a production team, and a postproduction team.
[In 2020], we created our headquarters in [Boca Raton], which is where we are based now. Things have been in flux a bit with COVID, as our needs have changed and most of my team is now working remotely. I'm one of the only people [onsite] in Florida for any needs we have. But our new office is starting to open up, and we're moving in more equipment and furniture. We have a new studio space that I'm currently working out of and putting together the equipment room. It's still in the really early stages, but we're already seeing a lot more efficiency compared with the past.
How do you create and distribute content differently for the various social and streaming platforms?
I personally believe in the YouTube trickle-down theory: if you create really strong long-form content and a variety of different series on YouTube, that can fuel a lot of the social [platforms] and other areas. YouTube is one of the best tools we have in terms of searchability and engaging new audiences.
If you do a great long-form series, the memes and segments that we make in those series will often become the content you see on social. So those long-form series can give you micro-content for everything else.
Misfits Gaming Group has a brand-new production studio in Boca Raton, FL.
But getting to the point where you can fully do that is very hard, because each YouTube channel should probably have five to seven 10-minute pieces come out every week on top of smaller features. Multiply that by our different channels [for Misfits Gaming, Mayhem, and Mutineers], and that starts to add up fast. That takes a lot of time and investment.
How can you maximize your time and investment to get the most eyeballs possible without breaking the budget?
I believe, if you really want to be successful on YouTube, you have to categorize your content by how people engage with it.
First, there are people who engage by browsing. That translates to [creating] click-worthy titles or thumbnails that show this is a compelling story or segment so you want to click on it.
Second, there is the searchable [audience]: people [who] are literally searching for something specific. We have to think about what people are searching for within esports, and often that is [educational] content that show you how to improve gameplay, teaches really good lessons, and shows trends that are happening today.
And the last [category] is content for fans and subscribers. What do people who already know [esports] care about? That might be recapping the LEC [match] or focusing on what players they already love are doing. It's more celebrity-type content [serving] people who are already emotionally attached.
Our team comes up with different concepts based on those different audience categories. What are the click-worthy topics or searchable terms for each audience? And we come up with concepts for different series and either develop them ourselves or work with our partnerships' teams to try to get them branded and paid for.
How do you engage play
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
04/06/2026
Sony Electronics is introducing the SRG-AS10, a 4K 60p-compatible PTZ auto-frami...
04/06/2026
This recent grad from Spring, TX, led creative-video output for the Aggies' men's basketball team last season and has been producing video and creating ...
04/06/2026
For the first time at a women's golf major, every player in the field will r...
04/06/2026
Three Panasonic PT-RQ45 40,000-lumen 3-Chip DLP projectors made their first live...
04/06/2026
Bitmovin and Akamai have announced a collaboration with NRJ Group, a French mult...
04/06/2026
Telestream will exhibit at InfoComm 2026 (Booth N7952), demonstrating media work...
04/06/2026
Sony has announced the development of RIALTO 65, a 65mm format image sensor block for the VENICE 2 digital cinema camera, targeting release in the first half of...
04/06/2026
KOKUSAI DENKI Electric America will exhibit at InfoComm 2026 (Booth N8025, June ...
04/06/2026
Bell Media's TSN and RDS are the exclusive Canadian broadcasters of FIFA Wor...
04/06/2026
The Challenge: Receiving Heavy Media Files From Road Games Quickly and ReliablyT...
04/06/2026
MASV, a managed file transfer platform used in broadcast and live sports product...
04/06/2026
NESN has announced the appointment of Fahad Haider as Vice President of Operations and Engineering. Haider returns to NESN, where he previously served as Vice P...
04/06/2026
David J. Halberstam, who spent almost 50 years in sports as a broadcaster and an executive, died June 2 after a years-long battle with brain cancer.
Over his l...
04/06/2026
Although collegiate production programs are tasked with delivering high-quality ...
04/06/2026
California studio, two production trucks, global distribution system are combine...
04/06/2026
New global program empowers and supports storytellers through scriptwriting course and access to industry experts
TikTok and Sundance Institute today announce...
04/06/2026
Steinberg DAWs now boast in-depth Tonalic integration
Celemony's innovative virtual session musician plug-in has just received an update that brings ARA...
04/06/2026
Get Hands-On With Over 20 Mic Brands
GearExpo UK is fast approaching, and if you've been looking for a chance to check out some new mics, then you'r...
04/06/2026
Combos feature new Amplifier Intelligence engine
Positive Grid's latest release sees the company introduce two new combo amplifiers that promise to offe...
04/06/2026
Is Your Job Making You Work this June?
4 June, 2026
Media releases
SBS Launches the World Cup Watchers' Rights Association to Stand Up For Australians&...
04/06/2026
Statement regarding unauthorised use of SBS logos on third party social content
4 June, 2026
Media releases
SBS has become aware of social media posts in c...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Bitmovin, a leading provider of video streaming infrastructure, and Akamai, the cybersecurity and cloud computing company that powers and protects business onli...
04/06/2026
American Underground (AU), the Startup Hub of the South and a community of mor...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
NVIDIA and Microsoft Reinvent Windows PCs for the Age of Personal AI
Brie Clayton June 3, 2026
0 Comments
RTX Spark - a 1-Petaflop Superchip, the Full...
04/06/2026
Inside the Peaky Blinders: The Immortal Man Grade
Brie Clayton June 3, 2026
0 Comments
Simone Grattarola discusses shaping the look in DaVinci Resolve...
04/06/2026
Cine Gear Expo Announces 2026 Awards of Excellence Recipients
Brie Clayton June 3, 2026
0 Comments
Ed Lachman ASC, Caleb Deschanel ASC, and M. David M...
04/06/2026
St. Vincents Live with Orchestra Tour to Feature Berklee Alum Ruby Plume Berklee alumni St. Vincent and Ruby Plume will appear on the same bill across seven d...
04/06/2026
Back to All News
All the Truth in My Lies Coming to Netflix on August 28
Entertainment
04 June 2026
GlobalSpain
Link copied to clipboard
Download the imag...
04/06/2026
Back to All News
Larry Tanz, VP of Content, EMEA, Delivers a Keynote Speech at ...
04/06/2026
Back to All News
Turn Your Living Room into a Stadium With the New FIFA World ...
04/06/2026
Keeping conversations real on LinkedIn Published on Jun 4, 2026 Categories: Product News
LinkedIn Corporate Communications
Share
LinkedIn
Facebook ...
04/06/2026
BackStory follows four Irish young people as they travel back to their parents' homelands
Modern Irish identity is enriched by cultures and influences from...
04/06/2026
June's forecast with GeForce NOW: 100% chance of gaming.
GeForce NOW is lining up new adventures for the month, from big-name blockbusters to quirky indies...
03/06/2026
SES and Viva, Mexico's ultra low-cost airline, have launched multi-orbit satellite inflight connectivity on Viva's Airbus aircraft. A total of 60 A320s ...
03/06/2026
The College Football Playoff, ESPN, and TNT Sports have announced kick times and...
03/06/2026
RED Digital Cinema will exhibit at Cine Gear Expo 2026 (Booth 33, June 5-6, Universal Studios Lot), hosting three panels and hands-on product demonstrations.
P...
03/06/2026
Roku has announced the Soccer Zone, a dedicated hub for FIFA World Cup 2026 content available across the United States, Canada, Mexico, Brazil, Colombia, Argent...
SVG Sit-Down: Misfits Gaming Group's Ella Pravetz on Reaching the Evolving Esports Audience, Staying Authentic Esports' scrappiness' and informality offer lessons for traditional sports media By Jason Dachman, Chief Editor 
