Omnia Media, which runs a network of digital gaming channels, is pressing play on original productions with a new division that will make and distribute kids gaming content to meet a rising demand.

The new Omnia Kids Gaming unit plans to produce Minecraft- and Roblox-themed content through its own channels, as well as stepping up efforts to distribute videos from its existing kid-skewing content partners to OTT platforms and streaming services. Omnia will make new kid-skewing content available through channels such as Fornite-focused BBC Gaming, Arcade Cloud (original animated series) and Wisecrack (a collective of creators who dive into pop-culture), says SVP and GM Greg Kampanis.

The producer had previously partnered with 50 creators to make videos for kids six to 13, and it will actively begin selling that content through the new division, says Kampanis. “Viewership is picking up across TikTok, Snapchat, Facebook and YouTube. Across all platforms, we’ve seen a 40% to 50% increase in viewership for our content year over year. And even though lockdowns have eased somewhat, the numbers are still up. I’m worried about a few things because of the pandemic, but I’m optimistic about viewership because this young audience will continue to be online, and their hunger for gaming content isn’t going anywhere.”

Even before the pandemic, playing video games was the number-one at-home activity for millennial parents and their kids, according to media research firm Fullscreen. Omnia wants to tap into this rising demand, says Kampanis.

The new division has already signed its first distribution deal with Calgary-based AVOD Kidoodle.TV. Set to land on Kidoodle.TV in August is content sourced from kids gaming YouTube channels including Little Lizard Adventures (4.1 million subscribers), Little Kelly Minecraft (3.1 million subscribers) and ExplodingTNT (pictured, 5.2 million subscribers).