Machinima: Monetising the Gaming Industry's 'Lost Boys'

Web video company Machinima is starting to attract big studios, big-name talent, investors and advertisers, reports Kate Bulkley

Once upon a time, not very long ago, the worlds of television and cinema seemed totally separate from the internet-based forms of entertainment like video gaming and watching website video content on YouTube. But those days are numbered.

When Google led a group of investors to put $35m into web video company Machinima in May, the merging of all things video was confirmed.

Machinima (the name comes from game engine-made cinema or video) is a company hard to characterise by traditional methods, but the number of video views it is attracting – 1.9 billion in June alone – is starting to attract the attention of big studios, big-name talent, investors and advertisers.

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