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This isn’t the first time “Hamlet” been repurposed as machinima — as in machine-cinema, or machine-animation, depending on whom you’re asking — a genre in which filmmakers hijack role-playing games to act out a different plot.

Grand Theft Hamlet is not the first film to adopt the in-game visual style - known as machinima.

Discovery, is one of a number of digital studios that gained traction during the rise of web-based video and YouTube, including Maker Studios, Fullscreen and Machinima.

You’re starting to see more people kind of adopt that Machinima idea of, “Hey, here’s a world in which I can treat this not as a game, but as a platform.”

In 2016, video network Machinima settled a deceptive advertising complaint with the FTC for not disclosing that it paid YouTubers to make endorsements of the Xbox One, and telling them to position their opinions as independent reviews.