Machinima rebrands as it takes gamer culture videos to new video platforms

Warner Bros. bought digital video site Machinima in 2016, and today the division is announcing a rebranding with the goal of turning it into a bigger content producer that focuses on the intersection of gamer culture and entertainment.

Machinima is all about transforming gamer culture from a niche into mass entertainment, and it doesn’t hurt that games have become a $116 billion industry, according to market researcher Newzoo.