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

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

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.

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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.