The series, which premieres Friday morning EST (US), aims to bring original programming and fan-generated content under one umbrella, employing a dedicated YouTube channel to showcase leading content from around the world.
Sam White, Vice President of Entertainment and Licensing at Halfbrick, says the videos will also be integrated into the Fruit Ninja mobile app, a game enjoyed by approximately 60 million users each and every month.
“Fruit Ninja Nation is all about bringing more Fruit Ninja fun to the world by giving players and YouTube creators a platform to showcase what Fruit Ninja means to them – in their words and in their style,” White said.
Viewers will be treated to a highly eclectic mix of videos, including short films, documentaries, and even comedic parodies. The playlist will also contain behind-the-scenes content such as developer diaries and interviews, allowing fans to learn more about the quirky Aussies behind one of mobile gaming’s biggest franchises.
“Halfbrick’s Fruit Ninja Nation is an innovative initiative that will capture the passion and creativity of their fans in Australia and around the world,” said Sanoop Luke, Manager, Content Partnerships, YouTube Asia Pacific.
“This official playlist of user-generated content will be an excellent complement to Halfbrick’s highly anticipated Fruit Ninja animated series launching later this year.”
Halfbrick has no shortage of material to draw from, having already received submissions from aspiring filmmakers across Australia, North America, and Europe.
“Our fans have made Fruit Ninja what it is today,” said White. “We take a lot of inspiration from the player community, and this is a great way to recognise their hard work and creativity.”
“We’re truly excited to shine a light on up-and-coming talent from across the globe, and will continue to bridge the gap between developer and player moving forward.”
Fruit Ninja Nation will be followed by a 13-episode animated series which premieres later this year as part of a YouTube Originals initiative for YouTube Kids. Halfbrick is the first Australian kids partner to receive funding from YouTube to create a new original series.
Having celebrated its fifth anniversary late last year, Fruit Ninja recently achieved one billion downloads across iOS and Android, solidifying its status as a pop culture icon. The game was also one of five nominees for Favorite Mobile Game at The People’s Choice Awards 2016.