9 placements lost, never ranked before, bronze 1 ?!

Like, wow. That guy (SuraStars) (EUW server) has never played ranked before, he hit 30 recently and these were his first ranked matches, he won 1 out of freaking 10 and got placed to bronze 1 ? Can anybody explain the placement logic to me ? If he can lose 9 matches and get bronze 1 I'm gonna lose all and get gold as a season 4 high gold MMR player lol. But seriously, I want to understand how is this possible.
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