LM met Mark Kirk, SVP of Distribution at Konami Cross Media NY, Inc., to learn more about their FAST Channels’ Content strategy. In the meantime, new licensing deals have been announced for the upcoming season.
Why is Yu-Gi-Oh! tailored-made for Fast Channels?
Yu-Gi-Oh! is a perfect fit for FAST (Free Ad-supported Streaming Television) services. Its action-packed duels are easy for anyone to follow, whether they’re a dedicated fan or a casual viewer dropping in on an episode.
With over 25 years of history across its series and the popular TRADING CARD GAME, the franchise has unparalleled recognition. Characters like Yugi and his iconic spiky hair evoke powerful nostalgia, while the extensive library of over 1,000 episodes makes it an ideal partner for a platform that thrives on familiar, evergreen content.
What do you think the impact of the rise of Fast Channels has on the television industry?
For viewers, it offers a free, familiar viewing experience as it mimics a cable offering. This is especially important as many consumers are suffering subscription fatigue.
How do Fast Channels fit into the Yu-Gi-Oh! digital strategy?
For a brand like Yu-Gi-Oh!, the FAST model leverages powerful feelings of nostalgia. Viewers can turn on the channel and be instantly transported back to watching the show after school or on Saturday mornings. This familiar, low-friction experience encourages longer viewing sessions and builds a consistent viewing habit.
Passive viewing on FAST channels serves as a powerful engagement tool, converting casual viewers into active fans. When a viewer stumbles upon a Yu-Gi-Oh! marathon, it can reignite their passion for the franchise. This “re-engagement” drives them to seek out more content, whether it’s specific episodes on VOD, interacting with social media, or even purchasing the Trading Card Game.
Tell us about the rollout of Yu-Gi-Oh! FAST channels. When did it begin? What has been the reaction from the fan base? How many countries is the property in? What are some of the major players on board? What does this mean to the brand overall?
Yu-Gi-Oh! has established a significant and enduring presence in the FAST landscape. Our journey began with content on Pluto TV, which evolved into the launch of our own dedicated branded channel in 2020.
As FAST viewership has surged, so too has our reach. We have strategically expanded the channel to a multitude of global CTV platforms, including Samsung, Roku, LG, Twitch, and YouTube. This widespread availability in over 100 countries and in seven languages ensures we effectively engage with fans across this rapidly growing segment of the streaming market.
Yu-Gi-Oh! has a library of almost 1,000 episodes. In terms of scheduling, how do you approach this? Are there any special program stunts, themes, or unique ways in which the episodes are presented?
To cater to fans who love deep-dive marathons, our programming strategy uses the iconic series Yu-Gi-Oh! Duel Monsters for prime-time and weekend binge-fests of up to 10 hours. Episodes also run chronologically throughout the week for a seamless viewing experience.
We’ve also developed curated Duelist Spotlight marathons, airing twice a week. Using our comprehensive show bible, we track and broadcast every duel from a single character in chronological order. Currently, these spotlight marathons feature characters from Yu-Gi-Oh! GX on Mondays and Yu-Gi-Oh! Duel Monsters on Fridays, with plans to expand to Yu-Gi-Oh! 5D’s and Yu-Gi-Oh! ZEXAL soon.
Additionally, we use sequel series like Yu-Gi-Oh! GX and Yu-Gi-Oh! ZEXAL to fill daytime slots, allowing fans to explore the full depth of the franchise’s catalog.
For stunting, we connect our brand to cultural moments by creating themed marathons tied to the calendar. Our seasonal programming uses fun puns to engage our audience. Some examples include: Back to Duel (August/Sept), when we feature episodes of Yu-Gi-Oh! GX set at Duel Academy to celebrate the back-to-school season; Shadow Game Sundays, in October, celebrating all supernatural-themed duels from Yu-Gi-Oh! Duel Monsters run throughout the month in celebration of Halloween. Moreover, for Thanksgiving, with Yugi’s Friendsgiving, we celebrate episodes where the power of friendship wins. Finally, in December, with Winter Won Duel-Land we will run a marathon to celebrate the festive holiday season with winter-themed duels.
What are the challenges? Have there been any surprise developments you are not expecting?
The primary challenge we face is effectively programming a vast content library to maintain viewer engagement over time. Our success in this area hinges on the deep expertise of our programming team. Having true fans on the team is crucial, as their intimate knowledge of the series and its storylines allows for the creation of truly compelling schedules and marathons.
Initially, we were surprised to see that the expansion of our FAST channel did not negatively impact the performance of our VOD offerings. In fact, VOD performance has either stabilized or increased. Our FAST channel serves as a gateway that re-engages fans and drives them to seek out our on-demand content for a more active, deep-dive experience.
What other digital initiatives have been successful for the Yu-Gi-Oh! brand?
Our strategic partnerships with leading anime-specific platforms like Crunchyroll and ADN are crucial for reaching a key demographic of dedicated anime fans. These collaborations allow us to provide the original, uncut Japanese versions of our series with subtitles, catering directly to an older, more discerning audience that values authenticity and a premium viewing experience. This focused approach ensures that we not only serve our existing fan base but also attract new viewers who are deeply invested in the anime culture.
Read the complete article here, in Licensing Magazine’s fall issue, page 18.
