The company will launch an innovative new app for the Xbox One, on Nov. 22, that will let users split the TV screen while playing a game to access videos providing tips and tricks from Machinima, and turn their smartphone or tablet into a second screen for content.
Machinima will produce original videos for select Xbox games for its new "Machinima Wingman" mode, meant to help players through the toughest parts of a game by providing walk-throughs and reviews, for example. The app will also provide a new platform for Machinima's other weekly shows on gaming, as well as exclusive content for Xbox One owners.
The app is exclusive to the Xbox One system, and is timed with the Xbox One launch, a week after Sony releases its rival PlayStation 4 console.
Machinima already has scored with an app for the Xbox 360 console.
After just six months, "the first Xbox Live app we launched was the fastest downloaded Xbox app in the prior 12 months, and we're excited to deliver yet another breakthrough experience for our fans," said Machinima co-founder and CEO Allen DeBevoise. "This is another step toward making sure we're wherever our fans are."
DeBevoise told Variety that Machinima wanted to provide gamers an easier way to access its videos while playing because "people are doing this already," he said. "They'll play a game, they're watching YouTube videos."
But the new app will also give its advertisers a new platform to reach gamers, with marketers already signing up to sponsor the app, providing with the company with a new revenue opportunity.
"Our clear objective is to be a global entertainment programming brand," DeBevoise said. "Multiplatform is a piece of that, as well."
Machinima announced its new app on the Xbox Wire blog Wednesday morning, saying "At Machinima, we've always enjoyed a shared vision with Xbox. Both of our communities are incredibly passionate about games and entertainment. ... This new and improved Machinima app will take advantage of the Xbox One platform capabilities to give gamers an unparalleled experience they can't get anywhere else."
While it wouldn't disclose other partners just yet, Microsoft said Machinima is one of the first companies to take advantage of the capabilities of the Xbox One architecture and technology.
Machinima serves up over 2.4 billion video views per month through its YouTube channel, reaching 203 million viewers monthly with its various series, making it a dominant brand among young males online -- especially the coveted 18-34 year old demo.