Warner Bros adds to its digital network with acquisition of gaming and fandom brand Machinima
Warner Bros. has acquired Machinima, the digital programming company focused on fandom and gamer culture.
Machinima
Through the acquisition, Machinima will become part of the Warner Bros. Digital Network. Founded in 2016, the division was created to ramp up the studio’s digital and OTT offerings to reach audiences directly.
“Machinima is a strong gamer and fandom content and social brand with enormous reach and high engagement with audiences that play our games and are big fans of DC films and television shows,” said Craig Hunegs, president, business and strategy, Warner Bros. Television Group and president, Warner Bros. Digital Networks, in a statement. “Machinima also produces great, high quality content for their community, and together we can create an even more compelling experience.”
Over the past two years, Machinima has transitioned from a YouTube multi-channel network to a programming and production company. As far as premium content, Machinima’s partnerships include PlayStation Vue, Amazon Prime, Verizon’s go90, China’s Sohu and the CW Network.
“Since making its first investment in Machinima in 2014, Warner Bros. has been an active business partner in our transformation, so we already have proof points as to how the companies can work together to accelerate Machinima’s growth plans,” said Chad Gutstein, chief executive officer, Machinima, in a statement. “We’ll now be able to take full advantage of Warner Bros.’ intellectual property, sales and distribution, while still creating content for social and premium digital platforms that gamers and geeks love.”
In August, Machinima added its programming to Amazon Prime Video as an add-on subscription service, as well as on Sky Q, the ad-supported digital VOD service launched this year by Sky in the U.K. This commitment to OTT offerings followed a rockier 2015, which was filled with a host of layoffs following a $24m funding round.