GAME and IGN announce community partnership

22/11/12 – IGN ( – the world’s largest games media company, today announces a new partnership with GAME – the UK’s leading video games retailer ( -  supporting the retailer’s vision of building the country’s most valuable community of gamers.

With IGN now reaching over 4.2m gamers in the UK every month across all platforms, and with the most engaged social profiles in games media, the new partnership sees the media brand and retailer uniting for initiatives that benefit the gaming communities of both brands – encouraging them to get involved in a series of new digital and in-store events.

Launching in early 2013, the IGN and GAME partnership will include co-promoted events at GAME stores in major UK cities and exclusive advertising activity on IGN.

The collaboration was revealed today at GAME’s quarterly supplier conference by Game Retail Ltd Chief Executive, Martyn Gibbs.  Full details of the partnership will be revealed in the New Year but plans already underway include regular community events in association with publishers encompassing both first look, pre-release and post-launch activities.   Extended Play is a new initiative that will encourage gamers to get together online via live streams and in person at GAME stores to discuss major games, post-release, sharing their experiences with fellow fans and hearing from special guests.

Martyn Gibbs, Chief Executive, Game Retail Ltd, said:

“2012 has been a significant year for GAME and we are ambitious and excited about 2013, kick-starting the year with this partnership with IGN. Gamers absolutely love IGN and our customer research has reinforced what a great fit this is for our brand. The partnership offers us an exciting opportunity to maximise our engagement with gamers both in-store and online and ultimately help us to achieve our ambition of building the UK’s most valuable community of gamers”

Ian Chambers, VP & Managing Director, International, IGN Entertainment, added:

“We’re delighted to be working with the UK’s largest specialist games retailer on this pioneering partnership, bringing the IGN and GAME communities together around their shared passion.  Our partnership will set the standard for how a media owner and retailer can collaborate to deliver impactful, community engagement"


About IGN

IGN Entertainment is a leading Internet media and services provider focused on the videogame and entertainment markets. Collectively, IGN Entertainment media properties reach a worldwide audience of 40 million unique users.  Headquartered in the US, IGN has offices in Australia, Canada and the UK and works with local publishers under license in Germany, Italy, Spain, and the Asia Pacific, Benelux, Middle East and Nordic territories.

IGN Entertainment’s network of videogame-related provides one of the Web's most comprehensive videogame information destinations, which coupled with leading male lifestyle site AskMen, attracts one of the largest concentrated audiences of young males on the Internet.


Games PressGames Press is the leading online resource for games journalists. Used daily by magazines, newspapers, TV, radio, online media and retailers worldwide, it offers a vast, constantly updated archive of press releases and assets, and is the simplest and most cost-effective way for PR professionals to reach the widest possible audience. Registration for the site and the Games Press email digest is available, to the trade only, at