Deals

Google enters the content business: Machinima closes $35M round

Machinima set photo
Image Credit: via Greg Aronowitz

Machinima set photo

Machinima has raised a fat $35 round of funding led by search engine giant Google, the company confirmed yesterday.

News of Machinima’s new funding first surfaced earlier this month. Google’s involvement marks the first time the company has spent money on the production of content. Previously, it had focused its money on attracting original programming for its YouTube or  promoting those programs across its network.

Machinima is one of the most popular YouTube partners. The production company focuses on making videos about video games and players, and it has done extremely well on YouTube. Its YouTube channel brings in over a billion video views per month (1.5 billion in March 2012). And while this new funding may seem like a great deal for Machinima, it make end up angering other YouTube partners that already feel like Machinima’s channels were getting preferential treatment on YouTube from Google.

The new capital will be used to expand its content, global sales operations, international expansion, grow its distribution, and more. In addition to Google, the round included participation from existing investors Redpoint Ventures and MK Capital. Founded in 2008, the Los Angeles, Calif.-based startup has raised a total of $49.6 million in funding to date.

Photo via Greg Aronowitz


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