Ninja's New Year's Eve

Both, but format development is increasingly central to what we do. We develop creator-led formats with real stakes that are designed to repeat and scale into franchises, not just one-off activations. This includes everything from initial format concepting and pilot production through to full-season execution. Twitch Expedition is an example of a format we helped build from the ground up — a creator-led competitive event designed specifically for Twitch's platform dynamics and audience behavior.

Boombox designed a dedicated talent management workflow for Red Bull Campus Clutch, supporting casters and commentators through contracting, travel, logistics, and pre-broadcast preparation so on-air talent could focus entirely on performance.

It means building content systems where the competition itself, the stakes, the characters, the outcomes, travels across platforms without losing its energy. A live esports broadcast generates social cuts. A creator challenge format is designed from day one to be clipped, shared, and repeated. An action sports event produces content that works in a 90-second highlight and a 30-minute documentary. Making competition work on the internet means designing the full content architecture around how fans actually consume sports and gaming today; not just capturing the moment, but engineering the layers that make it scale.

A one-off challenge is a moment. A repeatable competition format is a property. The difference is architecture: repeatable formats have clear mechanics, scalable stakes, defined character roles, and a structure that can grow with each iteration. Boombox designs for repeatability from day one, we think about how the format travels across seasons, how the stakes escalate, how the audience builds investment over time, and how the IP can expand into new platforms or partnerships. One-off challenges are fine, but franchises are where the real value lives for both platforms and brands.

We think platform-first is the right starting point for almost everything we make today. Broadcast reaches a defined audience at a defined time. Platform-first content (designed for TikTok, YouTube, Twitch, Instagram) reaches audiences on their terms, in formats they've chosen to consume. Our approach starts with vertical-first (9:16) social content and integrates it back into the broadcast, rather than treating social as a secondary output. This isn't just more efficient, it produces better content, because it forces clarity about what's actually compelling about the competition before the cameras roll.