WarnerMedia’s ad sales division is launching House of Max in Q4 this year to develop commercials that incorporate characters and concepts from its various HBO Max series. WarnerMedia senior VP of entertainment marketing solutions Maureen Polo said the studio’s “wide array of programs” will “allow brands to make more thoughtful and meaningful connections” with consumers, adding “we can produce content that doesn’t feel like advertising.” Intellectual property will be available from programs including “Hacks,” “The Flight Attendant,” and “Gossip Girl.” Continue reading WarnerMedia Launches House of Max Studio to Produce Ads

YouTube-centric Machinima, which has focused on gamers and fan culture for a decade, just launched MACH-1, an in-house eSports consulting unit that will offer research and analytics, strategic planning and campaign execution. Machinima recently hosted an eSports panel of industry executives at its NewFronts event. Turner and WME-IMG are also about to begin broadcasting scheduled video games on TV in the U.S. ESports have a massive global audience but opportunities to monetize the sector haven’t yet been fully leveraged. Continue reading Machinima and Turner Plan to Leverage Popularity of eSports