[Digital Media] Warner Bros. invests in Machinima to target video game enthusiasts
Machinima, a media site specializing in video games, has just raised $ 24 million in a funding round dominated by Warner Bros. Historic investors Redpoint Ventures, MK Capital, Coffin Capital and Allen DeBevoise also participated. In 2012, the site had raised $ 35 million, then $ 18 million in March 2014. Other fundraising had already preceded.
Editing several channels on YouTube, the company claims an audience of 170 million unique monthly visitors worldwide, and a growth of 70% over one year. “This additional investment will allow Machinima to accelerate its growth through increased investments in content and technology that better serve our audience, advertisers, creators and distributors,” said Chad Gutstein, CEO.
Warner Bros and Machinima have worked together in the past, notably on ” Mortal Kombat: Legacy », A web series. The start-up now wants to complete its presence on YouTube with other video platforms. “With its huge fan base, Machinima is an important partner, providing content creators, including Warner Bros., multiple platforms for the distribution and monetization of digital content and branded programming,” said Craig Hunegs, president of the division business and strategy at Warner Bros.
Other large groups have already got hold of media or online content creation studios. In 2014, The Walt Disney Company bought Maker Studios, one of the largest networks on YouTube, for more than $ 500 million [lire notre article: Transformation numérique : un sans-faute pour Disney, ndlr]. A year earlier, Dreamworks Animation acquired AwesomenessTV for $ 117 million.