Shopto.net has launched a brand new games magazine that will reach 50,000 readers, MCV can reveal.

The online retailer's 32 page free publication will be available from this week, and the quarterly magazine will be distributed free to all Shopto.net customers with copies also available from universities, internet cafes, gyms and in MCV.

“The magazine will reward customers custom with a top class video games magazine, produced by experts who have many years experience producing news stand games magazines,” enthused ShopTo COO Igor Cipolletta. “The magazine informs them about the best new games and has an exclusive money off incentive to help them buy their games and save money at the same time.”

And the 50,000 circulation is just the beginning according to Cipolletta: “The circulation will grow in 2009 - as well as mailing to our database with an online copy available to over half a million monthly unique visitors, we are looking at sampling opportunities at locations like universities, key retail destinations and Internet cafes. This will enable us to grow business from our existing customers and attract new customers too.”

ShopTo’s move into publishing was prompted by a desire to boost brand awareness: “With the magazine we want to enforce our offline identity and drive traffic to our web site. As well as increasing sales, they are a proven way of developing customer loyalty and brand building.

“ShopTo is a unique web site offering different unique services to others and the magazine will be another to add to our list, our users normally have to buy magazines and with us it will be free,” Cipolletta added.

The online version of the ShopTo magazine can be found here.