Team Dignitas’ newly-appointed CEO Michael Prindiville is hitting the position full throttle, with the team announcing the addition of the world’s top-ranked Rocket League team to its roster, signing players who competed as Gale Force, a European-based squad that will now compete under the Team Dignitas banner at the RLCS Season 5 World Finals from June 8-10 in London. Since being announced as CEO, where he joined following five years with NBC Sports Group, Prindiville also noted in various interview that he is also considering a brand update to the team, applying for Riot Games’ European League Championship Series and a potential move. Cynopsis asked Prindiville about his move and plans for the team.
Prindiville on taking the job: The ability to reinvigorate a storied esports org back to the pinnacle, and to do so in a new, innovative way in conjunction with the assets of Harris Blitzer Sports and Entertainment was an incredible opportunity to work with and learn from some of the most innovative executives in the industry (led by HBSE CEO Scott O’Neil) on one of esports most iconic and historic franchises.
On Team Dignitas: No other org has the combination of a storied history, global fanbase and unparalleled opportunity to shock the world. The franchise’s founder, Michael “ODEE” O’Dell, has been a luminary in the esports community since its inception – having at one time been a player, coach, manager, General Manager, President and Owner. This position allows me to capitalize and amplify Team Dignitas’ extraordinary brand position; our work will make esports history.
On goals: In short: Win. Entertain. We do this for the fans – and we have the most loyal fan community in esports. Team Dignitas has a storied history within esports. Founded in 2003, the org has won 26 world championships across 16 titles. We’re looking to take that history and build on it through three main verticals that we’ll look to ramp up over the next 6-12 months – specifically with regard to our (1) brand, our (2) community and (3) fan engagement and our content. We have a real opportunity here to marry our brand history with fresh perspective.
On franchises: We will look at all opportunities in the space to determine if they make sense for our brand, business and vision – knowing that many more, potentially bigger opportunities, are always right around the corner. After all, this is esports. We’re generally interested in leagues that treat esports as a business rather than marketing, which means recognizing that without the players and organizations, there is no league. This means working with top orgs to build the appropriate infrastructure, compelling content, robust monetization plans and long term security.
On his takeaway from helping NBC launch esports: Esports is not merely a sport or form of entertainment – it is the blueprint for modern day media, engagement and consumption.
