How Machinima plotted its strategic rebranding across platforms

Posted byby Dean Takahashi
February 17, 2018
Updated June 20, 2025
6 min

Warner Bros.’s digital video site Machinima rebranded this week as it makes a bigger push to expand beyond its YouTube roots to all the new platforms where gamers celebrate their culture.

Since Warner Bros. bought Machinima in 2016, the division has shifted away from its traditional network and grown to more than 140 million subscribers for its various shows like Mortal Kombat: Legacy.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.