Machinima, the first global Many2Many programming service focused on fandom and gamer culture, is rebranding to focus on its talent network and original programming capabilities.
The changes include a new tagline -- "Heroes Rise" -- plus a new logo, network ID and website.
Per a press release, it also includes: The "'Level Up Talent Program' that defines the scope of services creators can receive by joining Machinima's talent network"; "a state-of-the-art technology platform to help Machinima talent manage their social video businesses"; and "'Legion' -- Machinima's proprietary research panel made up of 10,000 U.S. viewers."
Worldwide, Machinima has more 400 million subscribers, three billion monthly views and almost 17 billion minutes of watch time.
In the U.S., Machinima is one of the five largest YouTube programmers based on both reach and engagement.
"Machinima needed a brand identity that reflects our position as the most notorious purveyors and cultivators of fandom and gamer culture and is worthy of the passion and aspirations of our Millennial audience and creators," CEO Chad Gutstein said. We have spent the past seven months building out the team, tools and programming capabilities, enabling us to truly super serve our talent network and bring forth the programming our audience craves," he continued. "We want the world to know that Machinima is where Heroes Rise."