The Rise of a New Streaming Hit: How a YouTube Star's Game Became a Global Sensation
A popular game show format has caught the eye of a major entertainment company. Banijay Entertainment has secured the rights to "All Star Hide and Seek," a show that started as a simple YouTube series. This move highlights the growing trend of creator-led entertainment.
From YouTube to Primetime
The show was created by Roni Bäck, a well-known Finnish social media star. It began as a series of hide-and-seek videos on his YouTube channel. The concept was later developed into a full-fledged streaming series, premiering on the Finnish platform Ruuti+ in 2024. The show's second season is set to air in October.
The Show's Unique Appeal
"All Star Hide and Seek" combines the excitement of social video with high-quality unscripted content. It features top influencers and TV personalities hiding in various locations, from amusement parks to cultural landmarks. A host then tries to find them using creative tactics. The episodes are short, around 22 minutes, perfect for streaming audiences. The show builds up to a cash-prize finale, adding to the excitement.
Banijay's Vision
Helen Greatorex, head of format acquisitions at Banijay Entertainment, believes the show's creator roots are a big part of its appeal. She mentioned that the format started in the creator community and has proven successful on streaming platforms. Banijay plans to adapt the concept to fit different budgets, using real-world locations and engaging storytelling. By combining creators with celebrities, the company aims to create a show that is perfect for primetime and has the potential to go viral.
Cost-Efficient Production
Samantha Ferguson, VP international at Rabbit Films, emphasized the show's cost-efficient production. She noted that by partnering with existing entertainment venues, the show can deliver a cinematic experience at a lower cost. The show's transition from YouTube to primetime has resonated with broadcasters looking for event television without the high budgets typically associated with such productions.
Expanding Banijay's Portfolio
This acquisition adds to Banijay Entertainment's growing list of premium formats. Their slate includes popular shows like "Werewolves," "Ninja Warrior," and "100." The company has also been active in the creator-led entertainment space, launching initiatives like Creators Lab with YouTube and developing digital-first formats like "Let's Play Ball."
