How Machinima plotted its strategic rebranding across platforms

Warner Bros.’s digital video site Machinima rebranded this week as it makes a bigger push to expand beyond its YouTube roots to all the new platforms where gamers celebrate their culture.
Since Warner Bros. bought Machinima in 2016, the division has shifted away from its traditional network and grown to more than 140 million subscribers for its various shows like Mortal Kombat: Legacy.
But competition from influencers of all types has been growing as well. I talked with