Rooster Teeth, the fantasty/sci-fi media and entertainment division of Fullscreen, announced three additions to its leadership team: Luis Medina as senior VP of partnerships, Evan Bregman as director of programming and Ryan P. Hall as head of development.

The hires come as the Austin, Texas-based company has high hopes for its newly rebranded subscription VOD service First, priced at $5 per month. Rooster Teeth has expanded the programming mix to reach a more mainstream audience, and also is doubling down on hardcore fans with “First Double Gold,” a $34.99 monthly package with added benefits like VIP access to events and a monthly merch mailing.

“We’re thrilled to bring on the talented Medina, Bregman and Hall into strategic leadership roles during a time of pivotal audience expansion at Rooster Teeth,” said Rooster Teeth CEO Matt Hullum in a statement. “With the rapid growth of Rooster Teeth’s SVOD platform, First, we are focusing all our efforts on offering top-tier engaging content to our audience of gaming, comedy and internet-culture fans. We sought a team to help us realize that vision.”

Medina, formerly VP of partnerships at Disney’s Maker Studios, is tasked with co-managing Rooster Teeth’s “Let’s Play” family of online-gaming brands in the newly created role of SVP of partnerships. In the role, Medina is in charge of external talent partnerships and manages operations for owned-and-operated gaming brands including Achievement Hunter, Funhaus and ScrewAttack. In addition, Medina creates and manages partnerships with third-party gaming brands; current partners include Cow Chop, the Creatures and Kinda Funny.

Bregman joins Rooster Teeth from Portal A, where he was most recently head of original content. Prior to that, he worked at Electus as executive director of digital media, overseeing development and production of all digital projects, audience development strategy and execution for digital platforms.

In the newly created role of director of programming at Rooster Teeth, Bregman is responsible for programming strategy and content operations and is tasked with boosting audience growth across all Rooster Teeth apps, roosterteeth.com, and alternate distribution channels including YouTube and Facebook.

Hall, in addition to overseeing Rooster Teeth’s development slate, will lead efforts to identify up-and-coming projects and talent. He most recently served as head of development at Roenberg Entertainment, the production company headed by Espen Sandberg and Joachim Rønning, overseeing multiple film and TV projects. He also worked alongside the directing team on Netflix’s “Marco Polo” and Disney’s upcoming “Pirates of the Caribbean 5.”

Prior to Roenberg, Hall spent several years in physical production at Paramount Pictures before being named creative executive at Jon Turteltaub’s Junction Entertainment, where he worked on films including “Cloverfield,” “Star Trek” and “The Sorcerer’s Apprentice.”