Machinima.com Adds $1.7 Million, Launches Online Video Game Awards

Machinima.com logo

Video game-centric online video and original content company Machinima.com has raised $1.7 million in funding, per an SEC filing. Chairman and CEO Allen DeBevoise said the money came from previous backer MK Capital; the company is calling it an add-on to its first round, with the potential to raise a total of of $2.5 million, if necessary.

DeBevoise said Machinima.com’s viewer metrics had “tripled” since the company raised money last year; its content is attracting over 60 million video views per month — up from 20 million last November — with most of the traffic split between Machinima.com’s YouTube channel and the website itself. Machinima.com sells its own ads, though it partners with YouTube for certain campaigns; video game companies and movie studios are the primary ad buyers.

The videos are a combination of premium content produced by Machinima.com and independent contractors, as well as UGC clips (complete with video game footage and animated characters). The UGC element allows game companies to extend the life of their franchises. Microsoft (NSDQ: MSFT) launched Halo 3 in 2007, for example, but DeBevoise said the company was able to sell “millions of views” for a Halo 3-related series this year, because the audience was still engaged with the brand.

The company is debuting a new video game awards show tied to its “Inside Gaming” series; fans get to vote for the “Gamer’s Choice” winners in 18 categories, including Game of the Year, Best DLC (Downloadable content) and Most Compelling Character. Meanwhile, Machinima.com launched an iPhone app this year; DeBevoise said it will get new upgrades, and the company plans to relaunch its main site in Q1. He also said the company is “definitely looking into” syndication deals with some of the set-top boxes like Boxee. Release.

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