With a superhero-like figure now standing guard over the site, Machinima revealed its new brand identity this week with the tagline, “Heroes Rise.”

​YouTube MCN Machinima is also expanding, with a focus on gaming but with a recognition that its audience is much more than that. The rebrand comes with a talent management program called Level Up, a redesigned site at machinima.com and a new research panel called Legion.

“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,” said Machinima CEO Chad Gutstein. “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. We want the world to know that Machinima is where Heroes Rise.”

According to Machinima, the new “Heroes Rise” branding “speaks to the irreverent, tenacious, fearless, mischievous, rebellious, and twisted nature of Machinima programming.” But the new brand identity also comes with a renewed commitment to its talent. The Level Up program wants to help programmers and contributors grow their viewer numbers and improve their brands. The program has three levels - M-White, M-Red and M-Black - each reflecting where talent is now and how Machinima can help them get to the next step. Talent, depending on their level, is offered analytics help, training, brand advice and invitations to special events.

The Legion research panel consists of 10,000 Machinima viewers whose purpose is to help the site discover its fans’ preferences and tastes in order to program future content.

The rebrand also includes a new network ID:

Read more at StreamDaily.

Brief Take: Machinima has grown into a powerhouse in the millennial content space, now serving more than 400 million subscribers around the world. The new branding and plans to reach out to talent will not only help it grow, but show its contributors that they matter and ensure they stick around.

[Image courtesy of Machinima]

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