Warner Bros agrees to buy Machinima

Having already invested plenty in the company, Warner Bros has now signed a deal to acquire full control of the video specialist.

Deadline reports that Machinima will join Warner’s Digital Networks division. Early last year Warner led a $24m investment drive for it. The move is designed to allow Warner to connect with more consumers directly.

[Machinima has] enormous reach and high engagement with audiences that play our games and are big fans of DC films and television shows,” Digital Networks boss Craig Hunegs said. 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 also operates eSports data and analytics service Mach-1, which ties in with Warner’s own eLeague initiative that Turner co-operates with WME-IMG.

Added Machinima CEO Chad Gutstein: 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. Plus, we’ll be fully embedded and can help Warner Bros. continue their incredible digital marketing successes. It’s honestly a win-win.”