Machinima unveiled its new brand image today, but the changes at the gaming-centric network go deeper than a new logo and color palette. More gaming-related content will be coming as Machinima refocuses on what made it successful in the first place.
Machinima began as a way for people who created machinima animations to make money through YouTube. By the time Warner Bros took control of Machinima late last year, the network had branched out to distribute gaming-oriented content through streaming services.
“What We Are”
Reports out of LA cover the changes from Machinima’s new CEO, Russel Arons.
“We have gone through an incredible transformation from a YouTube network to a cross-platform gamer entertainment service with substantial scale,” Arons explained to Deadline. “Now, we want to truly define what that means and what we are.”
Variety reported that “what we are” means a doubling-down on gaming. The network had lost focus over the past year as it began creating “edgy” content unrelated to gaming. While there may be an audience for a series about a fish police officer (“Trout Cop”), Arons decided that audience isn’t for Machinima.
Instead, Machinima will produce more content around live gaming events like eSports competitions and TwitchCon. Original content will be less aquatic with new shows based on franchises like Mortal Kombat and Street Fighter.
Machinima had already expanded its distribution beyond YouTube through gamer-focused services like Twitch. By combining those distribution channels with more fan-appropriate content, Arons and her bosses at Warner Bros hope to keep Machinima growing into the future.