US gaming-themed video network Machinima is looking to increase its international presence and expand into new areas of programming, its CEO has revealed.
Speaking at the UbiQ conference in Paris this week, Allen DeBevoise said that “international is a big focus for us right now,” adding that in the future Machinima may also launch new programming “verticals.”
“We have about 50% of our audience outside the United States, but it’s most English-language programming, so we’re really beginning to focus on French-language programming in France, German-language programming in Germany etc, to really help the global model,” said DeBevoise.
“Of course there could be other content verticals in the future, like action sports and extreme survival.”
Currently Machinima, which makes its content available on YouTube and connected devices, runs a number of different properties. The Machinima network has programming about gaming, original entertainment series, animation, shorts, games and movie trailers.
However, it also runs Machinima ReSpawn, a channel featuring content from its community of gamers; Machinima Realm, dedicated to content about massively multiplayer online games; Machinima Sports for sports games footage; and Michinima Trailers, home to old and new videogame ads.
“Our overall strategy is obviously driving monetisation, ad sales, transactions, those kinds of things. Our first focus, of course, was on advertising and that spans devices. We have to be on every device that our consumer cares about, whether it’s a television set, mobile device or tablet,” he added.
During May Machinima logged 1.75 billion video views from 183 million unique viewers. “We’re virtually in every single country with the exception of China at the moment. We’re getting over 70 million video views per day to about 14.5 million people,” said DeBevoise.
Last month Machinima raised US$35m in funding, led by Google.