Machinima is evolving its content strategy, announcing plans to overall some of its existing channels and launch new ones in a move “to better reach various audience segments within its universe of gamers and alpha fans.” Anchoring the lineup of tweaks will be the relaunch of Machinima Prime as Primr and the repositioning of Machinima ETC and Machinima’s Main channel. Primr will look to offer geek-centric, live action entertainment with three new shows: This Week In Geek on Mondays, sketch comedy show Dank/Fire on Wednesdays; and round table discussion series Spacebar on Fridays. The Machinima channel will see shows like BFFs, Sanity Not Included, and Inside Gaming on the company’s flagship channel. ETC will serve as Machinima’s Entertainment, Tech and Culture channel. Other platforms set to launch in the near future will be SpawnPoint – formerly Respawn with a focus on game based entertainment: let’s plays, machinima and other scripted bits, while Machinima becomes the hub for the company’s coverage of competitive gaming and eSports, including the series Chasing The Cup, Realm and Training Camp.

“Machinima has always been synonymous with gaming and fandom, but those are very broad categories. Our channels have not previously defined what segments of gaming and fandom their programming focuses on,” said Jason Dimberg, Senior Vice President, Programming and Editor-In-Chief. “With this revamp, we are looking to increase the touchpoints we have with our audience across our social programming channels. The overall goal is to properly set viewer expectation with the brands/channels we support and then deliver on them.”