Rooster Teeth courts tweens with gaming series

The new series for young gamers is part of AT&T's strategy to build influencer reach and increase the potential for rev-share and branded deals.
July 27, 2016

Digital media company Rooster Teeth is moving deeper into the rapidly expanding gaming vertical with a new digital series focused on competitive gamers.

Schooled will follow Rooster Teeth co-founder Geoff Ramsey (pictured) as he recruits and trains a team of eight- to 12-year-olds to face off against Rooster Teeth’s staff, and the competition will culminate in a winner-takes-all finale.

The series is part of the AT&T Hello Lab, an incubator program formed by the telecom giant and Rooster Teeth parent company Fullscreen Media.

The program was conceived with the intent of building up influencers’ audience reach through highly interactive projects, such as Grace Helbig’s Writing With Grace, which featured Helbig taking audience suggestions for how to plot her upcoming young adult novel.

The goal for Schooled is to introduce Rooster Teeth, which targets millennial and Gen-Z audiences, to an even younger cohort.

The series is currently in the stage of recruiting competitors, and parents can send in video submissions directly to Rooster Teeth.

Earlier this month, the growing appetite for fan-based, live-streamed gaming competitions led Cartoon Network EMEA to announce the launch a single elimination live tournament based on its upcoming mobile app Adventure Time Card Wars Kingdom via gaming culture site Machinima.

From Stream. 

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