Gaming took center stage at the 2020 Digital Content NewFronts today.
3BlackDot, an entertainment studio that builds content around influencers in the gaming space, gave its first NewFronts presentation, boasting to advertisers about its far reach and various functions.
The entertainment studio claims to do a little bit of everything: producing feature films like the 2019 crime drama Queen & Slim, web series featuring YouTube stars and selling merchandise. And through brand and product integrations, they want to connect advertisers to their “hard-to-reach” audience.
At NewFronts, the company announced two new original series: Alpha Betas, an animated show in partnership with Starburns Industries, which produced the first two seasons of Cartoon Network’s Rick and Morty; and Party Chat, a scripted comedy, they described as the gaming analogue to the FX fantasy football-focused series The League.
Naturally, both series feature influencers in the gaming space—3BlackDot’s niche.
The company also bragged about its vertical integration.
“We own the ecosystem,” Dana Pirkle, vp, talent at 3BlackDot, said in the presentation. “We craft the content, we own the distribution and we deliver the monetization—all of it managed, directed and executed from within our network at a global scale.”
In an interview last week, Irina Shames, svp, strategy and revenue at 3BlackDot, said that they try to make sure that all branded partnerships are “authentic” for both parties.
“The way we work with brands—and we’ve been working with brands for years—is incredibly collaborative,” Shames said. “It’s more of a marketing partnership … it’s not so much, ‘Oh let’s slap a brand on this,’ but more, ‘Is this brand authentic for this gamer for this influencer?’”