Omnia Media, a global, digital-first content studio, is launching a new division that will focus on developing gaming content for children ages six to 13. After signing a distribution deal with Calgary-based AVOD Kidoodle.TV, Omnia plans to create Minecraft- and Roblox-themed content on its own channels.
According to SVP and GM Greg Kampanis, the studio will distribute videos from its current content partners to OTT platforms and streaming services like BBC Gaming, Arcade Cloud and Wisecrack. In addition, Omnia has partnered with 50 creators to design videos for kids on platforms like TikTok, Snapchat, Facebook and YouTube.
Omnia purchased Wisecrack, the digital video and podcasting company behind such shows as Thug Notes, The Philosophy of Everything, and the Rick and Morty podcast The Squanch, last year. Meanwhile, Arcade cloud is a gaming channel featuring original animations, countdowns, recaps, parodies and the Fortnite-inspired animated series The Squad.
BCC Gaming, one the other hand, is a leading Fortnite community channel with more than 10 million subscribers on YouTube and nearly 2 million followers on Instagram that draws more than 25 million unique viewers a month.
Kampanis says that there has been a 40% to 50% increase in viewership in the past year. The coronavirus lockdown has also benefitted the studio since gaming has become the most popular pastime for millennial parents and their kids, according to media research firm Fullscreen. Omnia hopes to further capitalize on this growing demand.
According to recent studies, 66% of kids ages 8 to 12 play video games for an average of 2 hours per day, while 56% of teens ages 13 to 17 play video games for an average of 2.5 hours per day. Among younger children, gaming time is more limited. Kids ages 2 to 4 tend to play video games for 21 minutes per day, while those ages 5 to 8 play for 42 minutes per day.
Omnia will launch on Kidoodle.TV in August. Content will be sourced from gaming YouTube channels like Little Lizard Adventures, Little Kelly Mindcraft, ExplodingTNT, Little Carly Minecraft, Sharky Minecraft, RoPo, B-Dick and Scott Tiny Turtle. Little Lizard Adventures has 4.1 million subscribers; Little Kelly Minecraft has 3.1 million subscribers, and ExplodingTNT has 5.2 million subscribers.
Source: Kids Screen