Key Takeaways
- Banijay Entertainment has acquired the international rights to the streaming format "All Star Hide and Seek"
- The format was created by Finnish social media star Roni Bäck and blends social video and premium unscripted production
- The show features top influencers and TV personalities hiding in large-scale real-world locations, with a host trying to track them down
- Banijay plans to adapt the concept to suit different budgets and leverage real-world locations and gripping storytelling
- The format’s cost-efficient ambition and ability to deliver cinematic scale at a fraction of the cost is resonating with broadcasters
Introduction to All Star Hide and Seek
Banijay Entertainment has picked up the international rights to the breakout streaming format "All Star Hide and Seek", a move that underscores the company’s broader push into creator-led entertainment. The format, acquired from Finland’s Rabbit Films, was created by Finnish social media star Roni Bäck and has already proven to be a hit on local streamer Ruuti+, with a second season rolling out on the platform in October. The concept evolved from Bäck’s long-running YouTube hide-and-seek videos and has since translated into a streaming hit, blending social video and premium unscripted production.
The Format’s Unique Concept
The format brings together top influencers and TV personalities who hide across large-scale real-world locations, from amusement parks to cultural landmarks, while a host deploys increasingly inventive tactics to track them down. Episodes run at a YouTube-style pace in 22-minute installments tailored for streaming audiences, building toward a cash-prize finale. This unique concept has resonated with audiences and has the potential to be adapted to suit different budgets and territories. According to Helen Greatorex, head of format acquisitions at Banijay Entertainment, the format’s creator roots are key to its appeal, and the company plans to leverage real-world locations and gripping storytelling to deliver a format designed for primetime with built-in viral potential.
Banijay’s Plans for the Format
Banijay Entertainment plans to adapt the concept to suit all budgets, while leveraging real-world locations and gripping storytelling. By pairing creators with celebrities, the company is "bridging two worlds" to deliver a format designed for primetime with built-in viral potential. The title joins Banijay Entertainment’s growing slate of premium third-party formats, which includes cult board-game adaptation "Werewolves", global franchise "Ninja Warrior" from TBS, musical competition "100" from "The Masked Singer" creator Park Wonwoo of Ditum Korea, and Channel 4 knitting competition "The Game of Wool" from Hello Halo. This move is part of the company’s broader push into creator-led entertainment, which includes recent initiatives such as the launch of Creators Lab with YouTube and digital-first format "Let’s Play Ball".
Cost-Efficient Ambition
Rabbit Films VP international Samantha Ferguson emphasized the format’s cost-efficient ambition, noting that by partnering with existing entertainment venues, the show can deliver cinematic scale "at a fraction of costs". This approach is resonating with broadcasters seeking event television without event-level budgets. The format’s move "from YouTube to primetime, and now across multiple territories" is also resonating with broadcasters, who are looking for innovative and engaging content that can be produced at a lower cost. According to Ferguson, "With ‘All Star Hide and Seek’ we are opening the doors to some of the world’s most spectacular locations", and the company is excited to bring this unique format to a wider audience.
Banijay’s Creator-Led Entertainment Initiatives
Banijay Entertainment’s acquisition of "All Star Hide and Seek" is part of the company’s broader push into creator-led entertainment. Recent initiatives in this space include the launch of Creators Lab with YouTube, digital-first format "Let’s Play Ball" — now in development in the UK and U.S. and commissioned for a second season in the Netherlands — talent partnerships such as Big Brother Knossi and MasterChef Creators, and the recent unveiling of FCF, the Netherlands’ first officially registered football club created by influencers. These initiatives demonstrate the company’s commitment to working with creators and leveraging their influence and expertise to develop innovative and engaging content. By partnering with creators, Banijay Entertainment is able to tap into their existing audiences and create content that resonates with younger viewers who are increasingly turning to streaming platforms for entertainment.