Tibbets is focused on strategically placing Machinima content on platforms where its base of gamers and pop culture fans can devour it—and that includes linear. In the past year he developed and sold eSports series “Mortal Kombat X: Machinima’s Chasing the Cup” to broadcast television. He’s also made content deals with PlayStation Vue and go90. In the future, he says, your company better have a content brand identity in order to be successful in multiplatform distribution. “It is a stamp of approval that the content is of a certain quality and provides instant recognition that drives audiences to sample,” he says.

What does the multiscreen experience look like in 3 years?

Ubiquitous. Content brand is most valuable in multiscreen distribution strategies. Having a content brand identity, such as Machinima or Vice, or a content title, such as Chasing the Cup or House of Cards, is a stamp of approval that the content is of a certain quality and provides instant recognition that drives audiences to sample.

How do you keep yourself and your team engaged and informed on the changing multiscreen universe?

Iteration.  Everything we create is with multiscreen in mind. We deliver to where the audience is, and with data, analyze and adjust to keep content relevant.

To what degree will measurement factor into multiscreen monetization in 2016?

Measurement is the #1 factor in determining success in a multiscreen universe.  Platforms must make data reporting a priority on their technical roadmap so that programmers can have a higher level of success.

What are your 3 go-to apps?

Netflix, Audible, Youtube

If you had to spend a month in the virtual reality, what would your environment be?

A month vacation across the galaxy.

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