Future Today’s AVOD platform HappyKids is gearing up for the launch of an exciting new gaming series titled Minecraft Witchcraft! set to premiere on October 1. This innovative series, a collaboration with popular gaming YouTuber Amy Lee, who boasts an impressive 993,000 subscribers, is designed to captivate a tween audience. It follows a young witch on her quest to obtain a “witch’s license,” with episodes ranging from 13 to 19 minutes across a total of 15 installments.
Strategic Partnerships in a Competitive Market
In an increasingly crowded AVOD and FAST market, where platforms like Tubi and Roku are experiencing double-digit growth year-over-year, HappyKids is carving out its niche through strategic gaming partnerships. According to Nielsen, this approach has proven effective, as HappyKids has seen a remarkable 20% increase in viewership in 2024. David Di Lorenzo, SVP of kids & family, attributes much of this growth to the platform’s robust catalogue of user-generated content and gaming offerings. This includes exclusive co-productions with family-friendly gamers such as K-City Gaming and Kin Tin, who have 1.56 million and 1.66 million YouTube subscribers, respectively.
“A lot of kids are watching other kids play games, so we’ve been working really heavily in that space to create kid-safe gaming content,” Di Lorenzo explains. This focus on gaming resonates particularly well with Generation Alpha, and many of HappyKids’ collaborations incorporate engaging storylines within the gaming experience to further enhance viewership. A prime example is the Minecraft series Dinos Reborn, which has become one of the platform’s top-watched titles, generating four million ad requests to date. This series, co-produced with Austin-based mediaco Tankee, allows users to hatch a dinosaur egg and witness the creature's growth throughout its lifecycle.
Looking ahead, HappyKids is eager to expand its gaming catalogue and is actively seeking partnerships with more family-friendly creators, whether through co-productions or acquisitions. Di Lorenzo notes that the platform aims to enhance its existing content related to Minecraft, Roblox, and EA Sports while also exploring opportunities in underserved gaming titles. “Nintendo is probably an area where we’re a little bit weaker in terms of bringing in additional content, so that’s a potential area of focus for us as well,” he adds.
Innovative Content Development
In addition to expanding its gaming offerings, Future Today is also developing a co-view original series centered around real-life games. Tentatively titled Family Game Competition, this series is slated for a Q4 2024 launch on HappyKids and the company’s other AVOD app, Fawesome. While specific details remain under wraps, Di Lorenzo hints that each episode will feature two families competing in a variety of classic games, including charades and rapid-fire questions based on current events and trends.
Furthermore, Di Lorenzo expresses a desire to bolster the platform’s content library through acquisitions in other categories. He aims to increase the availability of family films to promote co-viewing experiences and expand the selection of Spanish-language content, an area that is witnessing rapid growth in viewership.
