Endemol Beyond USA went after young femmes with Michelle Phan’s Icon beauty and lifestyle network earlier this year. Now it has launched Smasher, a digital net gunning for a more male-centric demo: video-gamers.
Smasher is anchored by “Legends of Gaming,” an e-sports competition show hosted by Toby Turner (pictured above) — aka YouTube’s Tobuscus — along with seven original series. The network is available on YouTube, as well as via multiple other platforms.
Endemol Beyond USA, the digital division of Endemol Shine North America, is producing 37 episodes of “Legends of Gaming,” which is based on the U.K. format of the same name that launched in 2014. The company has lined up Pizza Hut as the show’s brand-integration partner and sponsors Razer and iBuyPower.
Endemol also is creating 37 additional segments showing the complete competitions, plus 37 blooper/outtake companion videos. “Legends” videos will post seven days a week on YouTube, running from Oct. 7 through February 2016.
The U.S. version of “Legends of Gaming” follows four two-person teams. Contestants include gamers The Jovenshire, Syndicate, Terroriser, TmarTn, OMGitsfirefoxx, iiJERiiCHOii, Lui Calibre and runJDrun, with coaches including Fatal1ty, Perfect Legend, HotShotGG and Hafu.
The other Smasher original series:
- “Rule’m Sports”: Based on the U.K. series feature YouTube gamer KSI, the U.S. version is hosted by Jesse Wellens (of YouTube’s PrankvsPrank) who challenges himself to learn a new sport from top athletes.
- “Rule’m Sports: Offsides”: Companion series in which Wellens conspires with celebrity athletes to prank some of their biggest fans.
- “Smashed Up”: Gamers and comedians dub dialogue over video game “cut scenes,” the animated sequences featured throughout well-known and upcoming games.
- “We’re In The Game”: Gaming personalities and their teams compete in real-life versions of popular video games.
- “Game Fame”: Reality series following the lives of pro gamers and personalities.
- “Pro v Pro”: Pro athletes from the NFL, NBA and NHL battle it out in video games.
- “Fantasy League”: Digital influencers and pro gamers draft their own fantasy lineups across multiple sports and video-game characters.
Smasher will be available across more than 20 platforms, including YouTube, Roku, TiVo, DailyMotion, Amazon Fire TV, Verizon’s go90, Vessel and Endemol Beyond USA’s video hub, GetBeyond.US.