Amazon preps brand-funded Beyond Prods doc, with Stephen Fry narrating

Mind Games

Amazon Prime Video is launching a Stephen Fry-narrated documentary about gaming and exercise that has been completely brand funded.

Mind Games – The Experiment debuts globally today and is from Beyond Productions, part of the Aussie firm recently acquired by Banijay.

The show tracks an international study that follows sedentary and physically inactive gamers from across the globe to see if exercise can take their game to the next level by improving cognitive function, mental performance – and hopefully their global gaming rankings.

The doc was commissioned and fully funded by sportswear brand ASICS – its clothing features in the film, although the doc itself is unbranded. The company and Beyond then approached the commercial partnerships division at Amazon mid-production to explore the possibility of placing the film on its Prime Video streaming service.

Hamo Forsyth, creative director of factual at Beyond Productions, described the show as “the next iteration of commercially supported content and a truly authentic way to reach and engage with a wide range of viewers, not just those who are already consumers of the brand.”

“Amazon Prime Video now has an interesting new science documentary which its viewers will discover on the Prime Video service in the same way that they would the latest movie or series; as IP owners, ASICS has both a powerful piece of research and beautifully produced content to raise its profile in a meaningful way and use in wider brand marketing activity; and we have created a feature documentary that we are very proud of, and have been able to tell a fascinating story that would not have been told if it were not for ASICS’ involvement.”