Machinima fans may soon see more content heading their way. The company is ramping up its programming and content strategies by creating the role of Chief Content Officer and tapping digital veteran Daniel Tibbets to fill it.
Like his new title suggests, Tibbets will be responsible for the company’s content strategy, programming/scheduling, and talent acquisition initiatives, as well as dealing with issues like funding, collaborations, and advertising from brands. He comes to Machinima with over 20 years’ experience working with companies like CBS Enterprises, GoTV, and Bunim/Murray Productions to develop their digital branded entertainment and creative productions.
Tibbets joins a few other new hires on Machinima’s executive team, namely Chris Riley as the New General Counsel and Tricia White as Chief People Officer. He’ll report directly to CEO, Chad Gutstein.
“Daniel’s content and leadership sensibilities plus his creative acumen will serve him well as we seek to build upon Machinima’s historical online video programming success,” said Gutstein in a release. “As a [Many 2 Many service], we seek to align our original, talent commissioned and network programming against our fanboy and gamer focused programming strategy. Daniel’s unique combination of experiences will enable him to execute against that goal with excellence.”
Machinima, which has now taken the title of Many 2 Many (M2M) service, has a large reach Tibbets will be in charge of developing and expanding. Its current network boasts over 385 million subscribers, and covers 24,700 channels. Its programming department has released some of the most popular game-related series around, including Halo: Forward Unto Dawn, Mortal Kombat: Legacy, and Street Fighter: Assassin’s Fist.
“Machinima’s dedication to being the most notorious purveyors and cultivators of fandom and gamer culture is evident through its commitment to programming,” noted Tibbets in the release. “I am excited to lead an amazingly accomplished programming team and get to work with the Machinima network’s best-in-class creator talent in executing the M2M vision.”
Machinima currently claims 3.13 billion video views and over 115 million viewers on a monthly basis.
Over the past five years, as our industry stepped into this new era of short-form…
Welcome to our rundown of the most-watched branded YouTube videos of the week. We're publishing…
In 2025, TikTok managed to put most of its regulatory issues in the U.S. to bed. As…
Update, Oct. 6: This story has been updated to more accurately reflect the relationship between…
Slow Ventures cofounder Sam Lessin says his company is investing in cults. "I think we're…
Each week, we handpick a selection of stories to give you a snapshot of trends,…