Warner Bros. is making its deal to acquire digital media company Machinima official.
The agreement, announced Thursday morning, will see Machinima become a part of the recently formed Warner Bros. Digital Networks division. It builds on an existing relationship between the companies that began when Warner Bros. invested in Machinima two years ago.
“Machinima is a strong gamer and fandom content and social brand with enormous reach and high engagement with audiences that play our games and are big fans of DC films and television shows,” says Craig Hunegs, president, business and strategy, Warner Bros. Television Group, and president, Warner Bros. Digital Networks. “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.”
With Machinima’s focus on gaming and fandom and Warner Bros.’ deep catalog of IP including DC Comics properties like Batman and gaming franchises like Mortal Kombat, there’s room for synergy in the acquisition.
“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,” Machinima CEO Chad Gutstein said. “Plus, we’ll be fully embedded and can help Warner Bros. continue their incredible digital marketing successes. It’s honestly a win-win.”