Warner is adding Machinima to its new digital platform unit. Image: Oscity/Shutterstock
Gaming and fandom content site Machinima is being bought by Warner Bros for just under $100m.
The deal will see Warner Bros take full control of Machinima, a hugely popular platform in gaming culture.
While the terms of the deal were not disclosed, it is understood that Machinima will operate as a wholly owned part of the recently formed Warner Bros Digital Networks, which will house Warner’s digital and over-the-top businesses.
Machinima was formed in 2000 by Hugh Hancock, and originated as a hub for videos where people used and manipulated video game technology to create animations.
A digital art form
The popularity of the genre has led it to be seen as an art form in its own right.
The platform, which operates across YouTube, Twitter, Android and Apple’s iOS, has become a go-to location for independently produced short movies and animations based around popular video game and movie franchises.
Machinima has also become a hub for its own content. For example, in 2009, it launched Terminator Salvation, a six-episode prequel to the movie.
In 2015, the company raised $42m in funding led by Warner Bros to accelerate growth through more investments in content and technology.
Previous collaborations between Warner Bros and Machinima include Mortal Kombat: Legacy and the Justice League: Gods and Monsters Chronicles.
Warner Bros Studios in Hollywood. Image by Oscity/Shutterstock
