The videos are a combination of premium content produced by Machinima.com and independent contractors, as well as UGC clips (complete with video game footage and animated characters). The UGC element allows game companies to extend the life of their franchises. Microsoft (NSDQ: MSFT) launched Halo 3 in 2007, for example, but DeBevoise said the company was able to sell “millions of views” for a Halo 3-related series this year, because the audience was still engaged with the brand.

The company is debuting a new video game awards show tied to its “Inside Gaming” series; fans get to vote for the “Gamer’s Choice” winners in 18 categories, including Game of the Year, Best DLC (Downloadable content) and Most Compelling Character. Meanwhile, Machinima.com launched an iPhone app this year; DeBevoise said it will get new upgrades, and the company plans to relaunch its main site in Q1. He also said the company is “definitely looking into” syndication deals with some of the set-top boxes like Boxee. Release.