Among the first partner brands of the channel, in this new moment, are Carrefour, Warnerplay, Riachuelo and John John
Woohoo announced the launch of a TV channel focused on the gamer and geek universe. The channel’s new positioning aims to embrace the online gaming community and pop culture, expanding its operations to a multimedia platform that involves social networks, digital channels, events and other activities.
As of this month of April, a series of new programs, presenters and themes will occupy the programming grid, bringing together a diverse, plural team that is highly engaged with the audience.
Woohoo has always been a representation channel for young people and this new moment is just a continuation of that essence. Just as we support the popularization and professionalization of various sports, we want to repeat the formula with games, adding and bringing new opportunities to this community, said Enrique Umhof, CEO of Woohoo and responsible for leading the project.
To make the initiative possible, the holding company Brickto Games S/A acquired 100% of the Woohoo Channel operation and will invest R$50 million by the end of 2023.
Among other confirmed partnerships, there are some names and companies in the geek and gamer segment, such as the singer, creator and professional FreeFire player, Maellen; the CEO of the Brazilian eFootball League, Blackwill; and Letcia Marques, Warnerplay and Playstation ambassador in Brazil.
In addition to the new programming, the channel will also broadcast e-sports events and tournaments such as FIFA Clubs, Brasileiro Ultimate (Free Fire) and Apex Legends, in an official partnership with EA Sports.
The game is the new pop. Today we have more than 101 million gamers in Brazil, ranging from casual gamers who play on smartphones to hardcore gamers who spend hours a day also on PCs and consoles. Even so, we are going to have content far beyond games: just as MTV was not just music, Woohoo will also deal with themes such as lifestyle, information and entertainment that speak to this audience, added Umhof.
Structure and partnerships
To adapt to the new scenario, Woohoo carried out a series of hirings and reinforcements in the structure, including its own studios and offices in the cities of So Paulo, Campinas, Rio de Janeiro and Curitiba.
Among its leaders, in addition to CEO Enrique Umhof, the project now has Suzana Lobo (ex-Animaking, Estdios Quanta, Omelete and Gaules) as CCO (Chief Content Officer) and Loic Gosselin (Media Mundi) leading distribution.
Our goal is to be a spokesperson that truly represents the young audience, which we haven’t found in traditional linear channels. We will be a creative, innovative, pluralistic hub attentive to the interests of this audience and its transformations, said Suzana Lobo.
The business model ranges from distribution to subscribers, with exclusive content, to traditional media sales in the most diverse formats, including branded content, events, activations and special projects developed to measure and co-created with clients and agencies.
The channel will also invest in projects that guarantee space and monetization opportunities for independent content creators and the community itself. Among the channel’s first partner brands, at this new moment, are Carrefour, Warnerplay, Riachuelo and John John.
Woohoo can be followed on the main pay-TV operators in Brazil, such as Claro (565), Sky (191), Vivo (576) and Oi (165), in addition to a proprietary streaming service launched in April, initially for operators telecommunications and internet providers.
