Sony Pixel Power calrec Sony

SVG Sit-Down: Misfits Gaming Group's Ella Pravetz on Reaching the Evolving Esports Audience, Staying Authentic

07/04/2021

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
LINK: https://www.sportsvideo.org/2021/04/07/svg-sit-down-misfits-gaming-gro...
See more stories from svg

Most recent headlines

22/04/2021

IBC To Consult Industry on 2021 Physical Event Plans

IBC today set out more details around its plans to bring the content and technology industry together again to discover the future of media and do business face...

22/04/2021

Marshall PTZ Cameras Deliver Broadcast Quality UHD Images for Newnan Presbyterian Church and rsquo;s Live Streams

When the coronavirus shut down in-person gatherings, many houses of worship were...

22/04/2021

MITOMO STUDIO SHIBUYA Upgrades 8K Editorial Review Suite with AJA KUMO 3232-12G and SKAARHOJ Rack Fly Duo

Mitomo is a leading Japanese broadcast equipment and service provider, and since...

22/04/2021

Alpha Sound Selects DPA for Famed Cathedral AV Overhaul

St. Mary's Cathedral is one of the most popular and beautiful Catholic churches in the Portland area. It serves as its parish's diocese, hosting weekly ...

22/04/2021

Marc Fennell tackles racism in bold new documentary series

22 04 2021 - Media release Marc Fennell tackles racism in bold new documentary series Marc Fennell Popular media personality and Walkley award-winning journa...

22/04/2021

Barco Announces NEXXIS Partnership with Sigma - Jones AV in India to Accelerate Next-Gen Healthcare Video Integration Solutions

Barco Announces NEXXIS Partnership with Sigma - Jones AV in India to Accelerate ...

22/04/2021

Learning More in PreSonus Sphere with Jacob Lamb

With a PreSonus Sphere membership you get access to exclusive masterclasses in the Learn section. Here you can dive into practical recording topics from indu...

22/04/2021

ES Broadcast acquires archiving solutions specialist Memnon from Sony

ES Broadcast acquires archiving solutions specialist Memnon from Sony posted: 21/04/2021 ES Broadcast, a leading provider of end-to-end solutions to the p...

22/04/2021

Reaching a new galaxy: Lawo HOME revolutionizes management of IP broadcast infrastructures

Reaching a new galaxy: Lawo HOME revolutionizes management of IP broadcast infra...

22/04/2021

Bringing you the expanded Atomos Ninja V Line-up

Bringing you the expanded Atomos Ninja V Line-up data-src=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c562aaf4-bpthumb.jpg data-srcset=ht...

22/04/2021

Sony Announces Latest IP, Cloud Solutions and Imaging Products for More Flexible and Scalable Productions and Workflows

Sony Announces Latest IP, Cloud Solutions and Imaging Products for More Flexible...

22/04/2021

Viz Artist 4.2 Free Edition and Viz Artist in Residence program debut

Viz Artist 4.2 Free Edition and Viz Artist in Residence program debut data-src=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c562aaf4-bpthu...

22/04/2021

MITOMO STUDIO SHIBUYA Upgrades 8K Editorial Review Suite with AJA KUMO 3232-12G and SKAARHOJ Rack Fly Duo

MITOMO STUDIO SHIBUYA Upgrades 8K Editorial Review Suite with AJA KUMO 3232-12G ...

22/04/2021

Flanders Scientific Introduces the AM211 and BM211 Monitors

Flanders Scientific Introduces the AM211 and BM211 Monitors data-src=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c562aaf4-bpthumb.jpg......

22/04/2021

Introducing RDE Connect - Simple, Powerful, Free Software for Podcasting and Streaming with the NT-USB Mini

Introducing R DE Connect - Simple, Powerful, Free Software for Podcasting and St...

22/04/2021

Throwback Thursday: Menconi Delves into the Music Behind WRAL Legend Uncle Paul

David Menconi recently penned a piece about Triangle legend Paul Montgomery, known familiarly as Uncle Paul, for Walter Magazine. Montgomery hosted the belove...

22/04/2021

WO Automation for Radio v5.0 offers fully remote station operations without compromise

The latest version of WO Automation for Radio, version 5.0, includes significant...

21/04/2021

UKTV experiences record Q1 viewing and sees huge uptick in 16-34s tuning in

21 April 2021 Multi-channel broadcaster enjoys highest ever Q1 share of viewing at 4.73% - an 8.6% growth year-on-year UKTVs share of commercial impacts (S...

21/04/2021

Netflix Adds 4M Subscriptions in Q1 2021, Short of Expectations

LOS GATOS, Calif.-Is the streaming boom powered by the pandemic starting to fade? One sign that could point to that idea is Netflix, the largest streaming provi...

21/04/2021

Hulu Strikes Deal to Carry NFL Network, NFL RedZone

NEW YORK-Hulu and NFL Media have come to terms on a multi-year carriage agreement that will bring NFL Network and NFL Redzone to the Hulu + Live TV service in t...

21/04/2021

Dejero Completes $60M Minority Recapitalization to Boost Growth

WATERLOO, Ontario-Dejero has announced a minority recapitalization of its business that totaled $60 million. The recapitalization was led by Vertu Capital, alon...

21/04/2021

ESPN, Fox Lead 42nd Sports Emmy Nominations

NEW YORK-The National Academy of Television Arts and Sciences has announced the nominees for the 42nd Annual Sports Emmy Awards, with ESPN and Fox leading all n...

21/04/2021

APTS, PBS Back FCC's Efforts to Increase False Emergency Alert Reports

WASHINGTON-Citing the goal of quickly and accurately informing the public about safety threats, America's Public Television Stations and PBS (collectively P...

21/04/2021

IBC Set to Go Ahead as Planned in September

LONDON-IBC 2021 is set to go ahead as planned in September, with organizers saying they are focused on delivering a fantastic event at the RAI in Amsterdam....

21/04/2021

Sony Sells Its Memnon Archiving Division to ES Broadcast

LONDON-ES Broadcast announced its acquisition of Sony's Memnon archiving solution arm. Terms of the deal were not disclosed....

21/04/2021

Quibi Content Becomes Roku Originals'

SAN JOSE, Calif.-Roku has driven the final nail in Quibi's coffin, announcing that the short-lived mobile streaming platform's content it acquired in Ja...

21/04/2021

Tightrope's Cablecast Powers Online Video Delivery for Cambridge Public Schools

MINNEAPOLIS-The Cablecast Community Media platform from Tightrope Media Systems ...

21/04/2021

Live Video Game Streaming Hit 8.8B Hours in Q1 2021

LONDON-People aren't just streaming TV shows and movies, live streams of video games grew substantially in 2020, and after the first quarter, 2021 is off to...

21/04/2021

Teradek Joins NDI Ecosystem

IRVINE, Calif.-Teradek is now part of the NDI ecosystem, which it will incorporate with its line of Teradek Cube 700 series encoders. Teradek Cube 705 and Terad...

21/04/2021

SVG Sit-Down: New FOR-A America President Satoshi Kanemura on Company's Role in Sports Production

SVG Sit-Down: New FOR-A America President Satoshi Kanemura on Company's Role...

21/04/2021

SVG SportsTech On Demand: VITEC Mark Robison's on New Venues With IPTV Systems and Enhancing the Fan Experience

SVG SportsTech On Demand: VITEC Mark Robison's on New Venues With IPTV Syste...

21/04/2021

SVG SportsTech On Demand: Haivision's Mark Horchler on Remote Collaboration and Remote Operation Over IP

SVG SportsTech On Demand: Haivision's Mark Horchler on Remote Collaboration ...

21/04/2021

SVG SportsTech On Demand: Spectra Logic's Hossein ZiaShakeri on Evolution of the Storage Industry and the Power of StorCycle

SVG SportsTech On Demand: Spectra Logic's Hossein ZiaShakeri on Evolution of...

21/04/2021

SVG SportsTech On Demand: disguise's Tom Rockhill on the Unlimited Options of xR Technology

SVG SportsTech On Demand: disguise's Tom Rockhill on the Unlimited Options o...

21/04/2021

SVG SportsTech On Demand: BirdDog's Dan Miall on the Power of NDI

SVG SportsTech On Demand: BirdDog's Dan Miall on the Power of NDI By Ken Kerschbaumer, Editorial Director Wednesday, April 21, 2021 - 9:20 am Print Thi...

21/04/2021

SVG SportsTech On Demand: Blackmagic Design's Bob Caniglia Discusses Expanded ATEM Lineup and More

SVG SportsTech On Demand: Blackmagic Design's Bob Caniglia Discusses Expande...

21/04/2021

IBC Still Planning on In-Person September Event But Has Fall-Back Option in December

IBC Still Planning on In-Person September Event But Has Fall-Back Option in Dece...

21/04/2021

At the Rink: Washington Capitals Approach Regular Season With Virtual Gameday Digital Experience, Traditional In-Venue Flair

At the Rink: Washington Capitals Approach Regular Season With Virtual Gameday Di...

21/04/2021

Inside the ESPN's NBA Daily Wager Special: How ESPN Produced Its First Sports-Betting-Driven Broadcast

Inside the ESPN's NBA Daily Wager Special: How ESPN Produced Its First Sport...

21/04/2021

STN IP Protection Suite

Maximize and protect your IP with the STN IP Protection Suite . From new users to expert searchers, at all stages of your innovation journey, STN has the soluti...

21/04/2021

LIVE LIFE LOUD - Sony introduces new X-Series range with 3 new powerful wireless speakers

Get bigger sound with Omnidirectional Party Sound on the SRS-XP700 Experience P...

21/04/2021

Hanging in the Balance: More Research Coordination, Collaboration Needed for AI to Reach Its Potential, Experts Say

As AI is increasingly established as a world-changing field, the U.S. has an opp...

21/04/2021

The Future's So Bright: NVIDIA DRIVE Shines at Auto Shanghai

NVIDIA DRIVE-powered cars electrified the atmosphere this week at Auto Shanghai. The global auto show is the oldest in China and has become the stage to debut ...

21/04/2021

Penta and DADman Ready for Big Sur

Tekst: Penta and DADman Ready for Big Sur Upon thorough testing, we are happy to announce that the most recent DADman version for macOS (v. 5.4.5 build 1) is...

21/04/2021

Etisalat and Nokia provide ultra-fast 5G broadband services in the UAE

Etisalat and Nokia provide ultra-fast 5G broadband services in the UAE Press Release Etisalat and Nokia provide ultra-fast 5G broadband services in the UAE ...

21/04/2021

Ragnarok season 2 is coming to Netflix on May 27

Back to All News Ragnarok season 2 is coming to Netflix on May 27 Entertainment 21 April 2021 GlobalNorwayDenmarkSweden View and download the first look im...

21/04/2021

Sardar Ka Grandson Welcomes You To Their Family!

Back to All News Sardar Ka Grandson Welcomes You To Their Family!Play Video Play Video Entertainment 21 April 2021 GlobalIndia Netflix launches the traile...

21/04/2021

UiPath: The Automation IPO

Our first meeting with Daniel at Fish House in Bucharest. Try the Salt-Crusted Sea Bass! By Eric Liaw, Alex Lim, Jules Maltz, and Jason Kong Today, we are exc...

21/04/2021

ITV named a Top 10 Inclusive Employer by the British LGBT Awards

ITV named a Top 10 Inclusive Employer by the British LGBT Awards ITV has been named as one of the top 10 most inclusive employers by the prestigious British LG...