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Warner Bros. has agreed to purchase the popular YouTube network dedicated to gaming, Machinima. As part of the agreement, Machinima will become part of Warner Bros. Digital Networks, WB’s latest division in charge of developing digital and video services that was launched back in June of this year.
WB has invested previously in Machinima, $24 million in 2015 and $18 million in 2014, and they’e worked on online-video content such as Mortal Kombat: Legacy and Justice League: Gods and Monsters Chronicles. Other companies have also invested in Machinima such as Redpoint Ventures and MK Capital. In this case, terms of the deal related to the acquisition were not disclosed.
Cragin Hunegs, WBDN President, said Machinima has “enormous reach and high engagement with audiences that play our games and are big fans of DC films and television shows.” He added: “Machinima also produces great, high-quality content for their community, and together we can create an even more compelling experience and do some really exciting things involving our key franchises. This acquisition is another meaningful move forward as Warner Bros. develops more direct relationships with our consumers.”
Machinima will now be able to use Warner Bros.’s intellectual properties to attract gamers, and follow legal procedures more firmly after Machinima last year had to reach a settlement with the FTC due to deceptive advertising. Machinima paid people to create posts on YouTube endorsing the Xbox One console and games without disclosure of the business relation.