format_quote Press Release

Game On: Machinima Selects Teradata for Real-Time Insights to Drive Viewer Growth

September 12, 2012 | LOS ANGELES, California

Leading YouTube video gaming network will drive relevance, personalization and revenue by better understanding customers

Teradata (NYSE: TDC), the analytic data solutions company, announced today that Machinima, the largest entertainment network on YouTube with over 191 million unique viewers generating more than 2 billion video views per month, has partnered with Teradata to deploy both Teradata Aster software and a Teradata Data Warehouse Appliance to drive real-time behavioral analytics across its network. Machinima will use its new Teradata-driven analytic infrastructure for reporting and real-time analytics across all of Machinima’s content distribution platforms, including web and mobile.



“Having an analytics backbone powered by Teradata will help Machinima better understand viewer behavior and leverage ‘influencers’ to reach and cultivate a larger audience,” said Nanea Reeves, Chief Operating Officer of Machinima. “Since understanding who, how and when our viewers engage with our content is critical, we believe Teradata and Aster together will allow us to tap into our audiences like never before.” Teradata Business Partner Lunexa will work with Machinima on the implementation of Teradata, Teradata Aster and partner products from Tableau and MicroStrategy.
Machinima’s new capabilities will improve insight into viewer behavior and enhance viewer engagement, personalization and bottom-line revenue. To execute its aggressive growth strategy, Machinima needed to optimize placement of advertising to maximize audience reach in real-time. After an initial testing period, Machinima determined that Teradata offered the best, fastest and most cost-effective long-term solution for the company and would accommodate growth with smooth scalability. The Teradata-Aster combination integrates information and insight from many data types and sources to provide the ‘data-to-insight-to-action’ acceleration Machinima required.
 “Teradata and Aster solutions are helping Machinima better understand online user behavior – how users engage with and navigate through content and communities,” said David Grant, industry vice president for Communications, Media, Entertainment and Utilities. “Machinima is creating a bright future and Teradata is proud to be a partner. Recently, AdWeek said that Machinima will have a bigger impact on the media business than MTV – and ‘even the very rise of cable television overall in the 1980s’ which gives us an idea of the scope of Machinima’s appeal. Teradata will help get them where they want to go faster – and with more insight.”
Big data analytics powerhouse Teradata is providing business value to marketing organizations1 in the rising digital media and e-commerce space, adding to its solid base of major online retailers, specialty services, entertainment and auction sites. Online companies like, Groupon and have just signed up, and 30 of the biggest online names are already Teradata customers, Electronic Arts, Gilt Groupe,, Netflix,, and more. Machinima will share its market insights from data-driven campaigns in a webinar Wednesday, September 19, and those interested can register here.
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Machinima is the dominant video entertainment network for serious gamers around the world. The number one entertainment channel on YouTube, Machinima serves over 2.1 billion video views a month, and reaches over 191 million gamers monthly. Machinima’s global content network features official publisher content, gameplay videos and original content, including over 20 original weekly shows, all aimed at the coveted 18 – 34 year old male demographic. Machinima is fast-becoming a global phenomenon with an ability to capture a cultural sensibility and awareness among a next generation of entertainment consumers and marketers alike. The company is backed by MK Capital and Redpoint Ventures, and is headquartered in Los Angeles, California.
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