By Sahil Patel
Popular webcomic brand Penny Arcade has inked an original content deal with Maker Studios.
Through Maker’s gaming and geek culture network Polaris, Maker plans to develop and produce original programming for Penny Arcade. This content will live across platforms, the companies said. Ostensibly this means the content will show up on Penny Arcade’s YouTube channel, which currently reaches close to 56,000 subscribers, and the Polaris channel, which has more than 500,000.
That said, last fall Maker Studios launched a branded video site for Polaris, at PolarisGo.com. The site uses the former Blip video player, which was acquired by Maker Studios when it bought Blip last fall. With Penny Arcade joining the Polaris network of creators (which also features YouTube heavyweight PewDiePie, among others), new content for the webcomic brand will be available on this owned and operated platform.
What makes this partnership particularly compelling is that, per the announcement, Penny Arcade will also “exclusively and proprietarily” use the Maker Studios video player to develop branded content. As far as I can recall, this is the first time Maker Studios is mentioning this sort of exclusive relationship with any content partner it has signed deals with in the past few months.
Makes sense, though, especially when it comes to the area of branded content, for Maker Studios and Penny Arcade to pitch an owned-and-operated platform, where the margins are ostensibly higher than on YouTube.
Maker Studios launched Maker Made in September to help brands connect with its creators and their fans on YouTube.
Also part of this Penny Arcade deal, Maker Studios will manage the comic brand’s YouTube channel.