Cineverse launches in-house CTV creative unit
Cineverse, an innovative and independent entertainment technology company and studio, has launched Matchpoint Creative Labs, an in-house creative unit designed to meet growing demand for premium video advertising across connected TV, free ad-supported streaming television and streaming services.
The unit sits within the Cineverse Technology Group and is intended to support advertisers and channel operators seeking creative that feels native to streaming environments, as budgets continue to shift away from static formats toward video-led campaigns.
CTV demand and market context
Matchpoint Creative Labs focuses on producing video advertising for connected TV, where spending is forecast to overtake linear television by 2028, reaching nearly 46 billion dollars, according to MNTN research. Nielsen data also shows that 66 percent of marketers planned to increase OTT and CTV investment in 2025, compared with 44 percent in 2024.
The launch responds to a gap in the FAST and ad-supported streaming market, where many operators lack the in-house creative resources traditionally provided by on-air promotions teams at broadcast and cable networks.
Operating within Cineverse’s technology division, Matchpoint Creative Labs combines creative direction, design and production with technology-enabled workflows to support scalable delivery. Its remit includes motion-first creative such as on-air promotional spots, channel identifiers, branding systems and visual assets for special programming initiatives.
The services are being used across Cineverse-owned and operated streaming brands and are also available to external partners, including brands and streaming platforms.
Commercial outlook and client use
The unit is expected to generate more than 4.5 million dollars in high-margin revenue in its first year, driven by demand from both existing and new Matchpoint clients. SaaS customers licensing the Matchpoint platform can access creative services without building internal teams, while organisations with established creative departments can use the offering to supplement their capabilities.
The team is also working with clients to pilot generative artificial intelligence workflows within campaign development.
Tony Huidor, President of Technology and Chief Product Officer, Cineverse: "As FAST and streaming services continue to scale, the need for high-quality on-air creative has become critical, but the traditional broadcast model simply doesn't exist for many of these operators. Connected TV has changed how audiences watch television, but on-air creative hasn't kept pace. As generative artificial intelligence technology has matured, we have built in-house expertise to provide a scalable and cost-effective solution. Matchpoint Creative Labs was established to bring broadcast-grade creative services to modern streaming services."
The Creative Labs approach blends traditional creative development, storyboard design and human-led scriptwriting with generative artificial intelligence workflows that enable faster versioning and deployment across channels and campaigns.
Initial deployment across Cineverse networks
Matchpoint Creative Labs will initially support Cineverse’s own streaming properties, including SCREAMBOX, RetroCrush and Dove Channel, with work spanning channel branding, programming promotion and audience engagement.
Michele Edelman, Executive Vice President Technology and General Manager, Matchpoint, Cineverse: "With the launch of Matchpoint Creative Labs, Cineverse extends its capabilities beyond entertainment technology and into creative services, positioning the company to play a broader role across the connected TV, on demand and FAST economy."
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