Warner Bros repositions Machinima
Details
Michelle Clancy
| 19 February 2018
| 19 February 2018

Gaming-focused digital network Machinima is revamping its brand identity in an effort to evolve the company from a traditional YouTube channel to a more traditional property.

Warner Bros acquired Machinima in November 2016.

“It has been an amazing 12 months at Machinima. As we integrated into the Warner Bros family, we were able to truly take the time to evaluate what Machinima is and what our true ‘north’ is,” said GM Russell Arons, who joined the company in March 2016. “We have gone through an incredible transformation from a YouTube network to a cross-platform gamer entertainment service with substantial scale. Now, we want to truly define what that means and what we are. With our new brand identity, we are looking to evolve our brand presence to further excite our talent, fans and partners.”

“Machinima is building on a solid foundation that is resonating with its growing audience while celebrating the best fandoms and gamer content,” said Craig Hunegs, president of business and strategy of Warner Bros Television Group and president at Warner Bros Digital Networks. “This rebranding highlights Machinima as one of the most unique and successful platforms in the industry.”

As part of the revamp, Machinima recently launched a 24/7 channel on the streaming platform Twitch, along with its first original series for Facebook Watch, the reality gamer dating series Co-op Connection. The company will be launching its next two Facebook series, Gaming Rap Battles and Win, Mine or Die, this spring.

Led by hit series like Chasing the Cup and Transformers: Titans Return, Machinima has also become a programming launch partner for go90 (Verizon), Amazon Prime Direct, Xumo, VRV, Comcast Watchable and Playstation Vue. It delivers content through the most powerful partners in the world’s biggest markets, including AMC Networks Iberia in Spain, Portugal and Mexico, Studio+ in multiple international markets and Sohu, which provides Machinima with a critical presence in the enormous Chinese market.

Machinima is also expanding its brand identity by creating new live event-based programming assets that enable influencers to engage with fans and games they love. The slate of programming includes: Machinima: Game On, featuring exclusive gamer fan programmes and tournaments at events like PAX South, PAX East, E3, PAX West, and TwitchCon, which will be streamed globally; Body Count Fighting, where players go toe-to-toe in top fighting games Injustice 2, Mortal Kombat, Street Fighter and Tekken; VR Power Hour; and Game Night, a next-gen online LAN party.

Warner Bros also is making Machinima a critical marketing partner for studio divisions, including WB Pictures, Warner Bros Interactive Entertainment, DC Entertainment and The CW.

“Machinima is building on a solid foundation that is resonating with its growing audience while celebrating the best fandoms and gamer content,” said Craig Hunegs, president of business and strategy of Warner Bros Television Group and president at Warner Bros Digital Networks. “This rebranding highlights Machinima as one of the most unique and successful platforms in the industry.”