After an initial investment in 2014, Warner Bros. has purchased the popular gaming and fandom programming site, Machinima. Machinima has been producing original content – both scripted and unscripted – for gaming enthusiasts since its founding in 2000, having become one of YouTube’s most successful multichannel networks during the last decade. According to Variety, the popular website brings in about 150 million viewers each month.
“Since making their 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,” Machinima CEO Chad Gutstein said. “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.”
It’s always a scary thing when a major corporation takes ownership of a third-party network like Machinima, but WB’s recent collaborations with the site’s creators and viewers are giving fans hope that this partnership will be exactly that: less monopolization, more support. The acquisition will also function as a much-needed boost on the financial side of things, as Machinima has been forced to undergo “multiple rounds of layoffs.”
Gutstein, the former COO of cable channel Ovation who joined Machinima in 2014, added, “Plus, we’ll be fully embedded and can help Warner Bros. continue their incredible digital marketing successes. It’s honestly a win-win.”
It seems like this is a truly symbiotic merger, and we’re excited to see what Machinima will be able to do in the coming years with the demographical and financial support that WB is going to offer.