Gaming & Digital Video: The Ultimate Tag-Team

/ Jun 5, 2014

videogamehighschool2

While some gaming developers and publishers are happy to give online creators free reign over their IP (so to speak), others are even more active, and work with talent to create and distribute branded content.

This is where Eric Johnson, founder and CEO of Ignited USA and former SVP of marketing at Activision, sees a lot of value. “This is a passion category,” he says of gaming, “that leads me to believe that there’s an opportunity to make more content to help build a franchise.”

Johnson comes from a place of experience and success. To promote the release of “Metal Gear Rising: Revengeance” in 2013, Ignited partnered Konami, the publisher behind the decades-long blockbuster franchise, with YouTube multi-channel network Collective Digital Studio and filmmakers Freddie Wong and Brandon Laatsch to create “Metal Gear Sunrising,” a three-minute action video featuring a character from the game. That video has generated more than 4.6 million views to date and is widely seen as a gaming industry-YouTuber collaboration done right.

“If you’re really into a game and have put 100 hours into it, you know these characters as well as you do your favorite characters from TV and film. It kind of makes sense that people would then start to have fun with it and produce original videos,” says Johnson. And on YouTube, “there are people who have very sophisticated production capabilities to make things that look amazing with smaller budgets.”

There’s a lot of opportunity here, and to be fair, it doesn’t always have to involve a publisher or brand coming in to fund the content either.

When asked to predict what the future looks like for the gaming industry in terms of its relationship with online creators, Johnson sees great potential in the industry opening up its IP for the creation of custom, independent content.

“Think about the way TV shows have created online extensions that extend the main story — side stories about individual characters,” he says. “That’s a logical rich place to extend the story of video games. Publishers can license and encourage users to go build stories.”

And while publishers would likely retain some control over these kinds of deals, it would still enable them to tap the passionate fan bases they’ve cultivated through the years.

“In a perfect world, a majority [of content] would be made by fans who love the games,” says Johnson. “You can see the love that comes from somebody doing something without a brief.”

<— Let Them Play | Beyond the Joystick –>

Tags: , , , , , , , , , , ,


carmilla-u-by-kotex

Lesbian Vampires & Kotex: How ‘Carmilla’ Became...

 
aap-rocky

MTV Labs Taps Rapper A$AP Rocky as Creative Director

 
CableCross

FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal

 
lights-out-shoot-blackbox-tv-collab

Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal

 
storyful-marketplace

Storyful Launches Viral Video Marketplace

 
lyor-cohen-youtube-music

Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...

 
alpha-legendary-digital

Legendary Digital Reveals Alpha Subscription Service Launch...

 
time-inc-jash

Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

 
Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series

 
cartoon-network-app

How the Cartoon Network Combined the Best of VOD and Linear TV...

 
jukin-media-ethos

Jukin Media Goes Viral for Brands with Ethos Division Launch

 
Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again

 
zefr-alignment-report

Matching Ads to Videos Not So Simple, According to Zefr’s...

 
shomi

Plug Pulled on Canadian SVOD Service Shomi

 
Twitter

What’s Trending on the Twitter Sale

 
Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show

 
Hearst

AwesomenessTV, Vice, Complex to Power New HearstLive...

 
dirty-30-hannah-hart-mamrie-hart-grace-helbig

VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...

 
facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries