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Cineverse Launches Matchpoint® Creative Labs

Cineverse, the dynamic and independent entertainment technology studio listed under Nasdaq as CNVS, has officially introduced its newest innovation—Matchpoint® Creative Labs (MCL). Designed to address the evolving demands of connected TV (CTV) and free ad-supported streaming television (FAST) channels, this in-house agency is set to revolutionize the creative landscape for advertisers.

Meeting the Rising Demand for Quality Creative Services

As brands increasingly transition their advertising budgets away from conventional static displays, the scope for video advertising in CTV has soared. Studies show that by 2028, CTV advertising expenditures are predicted to surpass traditional linear TV, hitting nearly $46 billion. This shift reflects a growing recognition among marketers to enhance their investments in OTT/CTV advertising, driven by superior engagement potential. In 2025, 66% of marketers expressed intentions to boost their spending in this realm, compared to only 44% in the prior year.

Cineverse's Matchpoint® Creative Labs specifically aims to overcome a significant gap in the current FAST and ad-supported streaming environment, where many operators lack the creative resources traditionally available in legacy broadcasting departments. By aligning creative direction, design, and production processes with modern technology, MCL is designed to enable advertisers and channel operators to develop campaigns that resonate with audiences in a seamless manner.

Innovative Approaches through Generative AI

MCL's offerings are multifaceted, catering to various use cases such as on-air promotional content, channel branding, and visual assets for special initiatives. By capitalizing on technological advancements, the agency merges traditional creative methods with generative AI workflows, facilitating swift development and adaptation of motion-based creative content. This integration allows advertisers to deploy effective campaigns substantially quicker and at lower costs compared to conventional methods.

Expected to generate upwards of $4.5 million in high-margin revenue during its inaugural year, the MCL initiative is already witnessing robust interest from a diverse array of clients and partners. Existing customers of the Matchpoint platform can also leverage these premium services without the need to build their own internal creative teams, streamlining the creative process across the board.

GenAI Capabilities in Action

Tony Huidor, President of Technology and Chief Product Officer at Cineverse, emphasizes that as FAST and streaming services continue to gain traction, the demand for quality on-air creative grows ever more pressing. He points out that traditional broadcasting models have struggled to cater to many of these modern operators. "The evolution of Connected TV has drastically shifted viewership habits, but on-air creative solutions have not kept pace," Huidor notes.

To tackle this disparity, Cineverse has concentrated on nurturing in-house expertise that capitalizes on generative AI technology.

The introduction of Matchpoint® Creative Labs strengthens Cineverse's offerings, allowing the company not just to operate within the entertainment technology sphere but also to become a vital player in the creative services domain. MCL will primarily serve Cineverse's own streaming platforms, which include SCREAMBOX, RetroCrush, and Dove Channel, assisting with ongoing promotional efforts and brand engagement.

A Bright Future for Cineverse and the Streaming Ecosystem

As Matchpoint® Creative Labs kicks off, it extends Cineverse's influence beyond the realms of technology, integrating itself deeply into the operational and creative facets of the rapidly expanding Connected TV and FAST industries. This strategic move positions Cineverse to tap into the burgeoning ecosystem of streaming services effectively, engaging audiences through compelling and relatable content.

Michele Edelman, Cineverse's Executive Vice President of Technology and General Manager for Matchpoint, comments, "With Matchpoint Creative Labs, we are committed to merging innovative technology with high-caliber creative services to redefine how content is produced, marketed, and enjoyed in the streaming era."

Through its comprehensive understanding of both technology and content creation, Cineverse is poised to lead the charge in reshaping the future of entertainment—making the viewing experience not only accessible but uniquely engaging for diverse audiences around the world.

For further insights into Cineverse's innovative solutions, visit home.cineverse.com.