Cineverse, a progressive, independent entertainment technology company and studio, is proud to announce the launch of Matchpoint® Creative Labs (MCL), a new in-house creative agency purpose-built for the changing landscape of CTV, FAST, and ad-supported streaming. Complementing the wider Cineverse technology portfolio, Matchpoint Creative Labs meet the growing need within the FAST ecosystem, where many of the streaming and channel operators lack the internal creative teams that were once ubiquitous within traditional broadcast and cable networks.
MCL, hosted under the Cineverse Technology Group, offers natively developed creative, motion-first video advertising for the CTV environment. The unit fuses creative strategy, design, and production with innovative, technology-powered workflows to deliver scalable and cost-efficient campaigns. The capabilities cover a vast spectrum of uses: on-air promotional spots, channel IDs, branding packages, visual toolkits, and creative assets for special programming stunts that help advertisers and publishers increase the quality of viewer engagement across all streaming platforms.
Initially deployed across Cineverse’s owned and operated streaming properties, Matchpoint Creative Labs is now also available to third-party partners, including brands, FAST channel operators, and streaming services seeking high-quality, broadcast-grade creative without the overhead of building in-house teams.
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The company expects MCL to generate more than $4.5 million in high-margin revenue in its first year, fueled by strong demand from both existing and new customers within the Matchpoint ecosystem. Current Matchpoint SaaS clients can immediately access these premium creative services, while organizations with established creative teams can use MCL to extend and enhance their internal capabilities. The Creative Labs team is already working with clients to pilot advanced generative AI-powered workflows.
“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,” said Tony Huidor, President of Technology & Chief Product Officer of Cineverse. “The advent of Connected TV has changed how audiences watch television, but on-air creative hasn’t kept pace. As genAI technology has rapidly matured over the past 18 months, we have focused on developing in-house expertise, with continual support from our LLM partner, that can provide a scalable solution that solves this problem. As a result, Matchpoint Creative Labs was established to bring broadcast-grade creative services to modern streaming services on a far more cost-effective basis.”
Matchpoint Creative Labs blends established creative practices—such as concept development, storyboard creation, and human-led scriptwriting—with generative AI-enabled production workflows. This hybrid model allows motion-based creative to be rapidly developed, versioned, and deployed across multiple campaigns, channels, and audiences with speed and consistency.
While MCL is fully integrated into the Matchpoint SaaS platform and the Cineverse 360 Ad Solutions go-to-market motion, the unit will initially focus on supporting Cineverse-owned streaming networks. These include SCREAMBOX, RetroCrush, and Dove Channel, where MCL will play a central role in channel branding, programming promotion, and audience engagement initiatives.
“With the launch of Matchpoint Creative Labs, Cineverse extends its capabilities beyond entertainment technology and into the creative services ecosystem—positioning the company to participate more deeply in both the operational and creative segments of the Connected TV, On Demand and FAST economy,” added Michele Edelman, Cineverse EVP Technology & General Manager of Matchpoint.