Q: How can I implement other video formats?

A: To upload other video formats edit [Joomla dir]\components\com_mediamallfactory\players\videos\config.xml and append to the <files> tag:

<file extension="YOUR_EXTENSION">YOUR_LABEL</file>

In order for that video format to be played on the site, you must also implement a player for it (HTML markup and/or Javascript). You should check the MediaMallFactoryPlayerVideos class from [Joomla dir]\components\com_mediamallfactory\players\videos\videos.php for existing implementations and to add your own.