[4] Over time, the website's focus shifted to general entertainment programming centered around video game culture, comic books and fandom.

However, Hancock had misspelled the term in a previous email, and the new name stuck because he and Anthony Bailey, who had worked on Quake done Quick, liked the now-embedded reference to anime.

Among the reasons cited for the change were differences in approach to the site and a desire to devote more time to Strange Company's 2006 machinima production BloodSpell.

[citation needed] Towards the end of 2010, Machinima revamped its website and removed the forums (wanting users to use the Facebook page instead), and the ability to upload videos.

In June 2012, Machinima partnered with Meteor Entertainment to promote Hawken, a highly anticipated free-to-play online game which was later released in December 2012.

Machinima said the lay-offs were due to re-organizing as part of its global growth strategy, but were still hiring other key divisions whilst these layoffs were happening.

AT&T owns Otter Media, which runs the multi-channel networks Fullscreen and Rooster Teeth—which similarly produces gaming-oriented content and web series, and previously the anime-oriented streaming service Crunchyroll.

Fullscreen GM Beau Bryant stated in an email sent to Machinima partners that they were "going to great lengths 'behind-the-scenes' to ensure a smooth and efficient transition".

[6][7] The company stated that certain employees were being retained to work for Otter Media, and that Russell Arons was "assisting with transitional activities as she explores new opportunities".

[6] Shortly afterward, it was announced that a number of former Machinima series and shows would move under Rooster Teeth, including a revival of Inside Gaming.

Machinima has also utilized social media platforms to provide fans with featured uploads, interactive questions, and live event coverage.

Eventually an official co-host, Matt Dannevik, joined Kovic on the set of Inside Gaming Daily; he was laid off in December 2012.

Producers Bruce Greene and James Willems regularly co-hosted with Kovic, and have started their own YouTube channel under Inside Gaming.

[34] On January 26, 2015, Inside Gaming employees Adam Kovic, Bruce Greene, Lawrence Sonntag, Joel Rubin, Sean "Spoole" Poole, James Willems, and Matt Peake announced that they were leaving Machinima.

[36] In February 2019, following the sunset of Machinima, it was announced that Inside Gaming would be revived as a merger with Rooster Teeth's The Know, with Sonntag as editor-in-chief, and Kovic and Greene returning as hosts alongside former IGN journalist Alanah Pearce.

Outside of news, the channel hosted the ETC Podcast, where the hosts interviewed creators such as Dan Harmon & Justin Roiland, Mike Shinoda, Tony Hale, Ed Skrein, Elijah Wood, Kill The Noise, Verne Troyer, Alicia Malone, Kristian Harloff & Mark Ellis, and Dillon Francis.

On June 27, 2018, the duo officially cut ties with ETC News and launched a new YouTube channel known as Internet Today, taking many shows from ETC and continuing them there.

Realm also developed original animation series, and one-off creations, such as 'Beyond the Rift' a League of Legends cinematic, focusing on a two character fight scene between Jax and Veigar.

It was described as a VFX-heavy action-comedy about a young woman named Nellie Tribble who gets her powers from a smartphone app that allows her to instantly become a super hero for a short period of time.

It is described as a contest between eight competitors who compete in elimination challenges to develop a live-action short video based on their interpretations of the characters from DC Comics' Starman series.

[54] FYI is a series that combines whiteboard animation, whimsicality, and narration with frank discussions of subjects like politics, gaming, sexuality, and more.

It is split into three parts, Combiner Wars, Titans Return and Power of the Primes, drawing inspiration from the toylines of the same name as well as the story line from IDW Publishing's The Transformers.

Weekly shows that run on Prime include Life on the Road, XARM, Prank Lab, and Halo 4: Forward Unto Dawn.

After a year-long hiatus, the channel was relaunched on August 17, 2016, and rebranded as Primr, with all previously uploaded videos and series being made private.

However, the channel resurfaced on September 7, 2016, with the premiere of the fourth season of Happy Hour Saloon, an animated series that parodies video games.

Battlefield Friends Pre-Game Lobby Matchmaking Action Faction Arby 'n' the Chief Space Adventure Legend Quest Sanity Not Included Hail to the King Sonic for Hire Happy Hour Saloon Happy Hour Tales Two Best Friends Funtime Adventures Machinima used a variety of social networking services including Facebook and Twitter as distribution platforms for its productions.

[78] Under the terms of his contract, Machinima was permitted to place advertisements on Vacas's videos and in return he would receive a percentage of the profits generated.

[80][81] On September 2, 2015, Machinima agreed to settle Federal Trade Commission charges that it engaged in deceptive advertising by paying "influencers" to post YouTube videos endorsing Microsoft's Xbox One system and several games.

Under the proposed settlement, Machinima was prohibited from similar deceptive conduct in the future, and it was required to ensure its influencers clearly disclosed when they are compensated for their endorsements.

According to the FTC's complaint, Machinima and its influencers were part of an Xbox One marketing campaign managed by Microsoft's advertising agency, Starcom MediaVest Group.