Multi-platform production company Machinima announced today that it has closed deals with Amazon, which will soon carry its SVOD service as an add-on to Amazon Prime, and Britain’s Sky Q VOD platform, which will make its content, focused on heroes, esports and gaming, available for ad-supported streaming.
Amazon will be the second partner to carry Machinima’s SVOD service following Sony’s PlayStation Vue. Machinima expects to add more SVOD partners later this year.
The deals further build out Machinima’s three-window release pipeline for the content it produces, which ranges from the upcoming animated series “Transformers: Combiner Wars” to the esports reality show “Training Camp.”
Machinima’s first window is exclusive licensing. For instance, the video game adaptation “Street Fighter: Resurrection” has a one-year exclusive with Verizon’s Go90 platform in the U.S. The second window is Machinima’s SVOD service, currently only available through Sony’s PlayStation Vue. The third window is ad-supported VOD, chiefly YouTube.
“We’ve windowed some of our best titles, past, present and future into the subscription platform,” explained James Glasscock (pictured, left), Machinima’s SVP of strategy and business development. “And as we have new content becoming available out of exclusive windows, it will go into the subscription product.”
PlayStation Vue currently charges $2.99/month for Machinima’s SVOD service, and Glasscock expects Amazon to ask the same price.
“In the case of Amazon Prime, you have to buy a subscription [to its service] first, so it does enable them to do some pricing discounts,” said Glasscok. “We collaborate with them on deciding what price is the right for their consumer base, but, ultimately, the pricing is controlled by the partners.”
Sky Q, a new OTT offering from British telco Sky launched early this year, is a third window partner. It will get a curated collection of the top 100 of the 100,000 videos produced by the Machinima network on a monthly basis. That programming, which debuts today on Sky Q, is also available on Comcast Watchable, Go90 and several other services.
“This is a way for a partner to stick their toe in the water with Machinima,” says Glasscock of its AVOD offering. “We’re really excited to be part of Sky, because it’s the largest platform in the U.K. and Sky Q, the new [set-top] box they’re launching, is one of their biggest investments from a technology and marketing standpoint.”
In June, Machinima announced that it is partnering with AMC Networks International Iberia to launch an SVOD channel in Spain and Portugal this fall, available across pay TV operators, smart TVs and on iOS/Android apps. More recently, it announced a deal to bring its content to China via Beijing-based new media company Sohu’s Online Video PGC (Professionally-generated Content) Platform.
Although Glasscock believes they found the right partner in Sohu, generally speaking, “navigating China is incredibly difficult,” he said. “The cultural differences are material. You really have to understand how they like to work, how they like to move things along, and it’s quite difficult to do from Los Angeles. We’ve had a few flights over to China to spend time with them, but we don’t currently have an office in China. That may be the next step.”