Described by the firm as a 'supersite' with 'cutting edge technology and proven content' drawn from a stable of print publications such as Retro Gamer, X360 and Play as well as GamesTM, it's the first of a planned series of new web projects from the firm, with more set to launch in 2009 and 2010.
NowGamer covers all formats, including PS3, PSP, 360, Wii, DS, PC and Mac/iPhone, plus classic gaming systems that have been on the market since 1995.
"NowGamer.com is a true team effort, with ideas and input from Imagine’s brightest and best games journalists and the Interactive team," said Imagine Publishing MD, Damian Butt.
"Our aim was to create a clean and stylish new games website that would use the latest technology, but most of all would be a pleasure to use and make the most of our thousands of reviews on all formats. Mission accomplished.
"I hope that the games industry embraces and supports this new venture and I am looking forward to watching the team develop and grow it over the coming years."
Lee Groombridge, interactive media manager at Imagine Publishing added: “With all the content at hand and a great team behind me it was a terrific project to work on, one that doesn’t come around that often”
The site is built by Evolving Media, and one big selling point to users is the ability to customise the page's content to their tastes - including a personalisable front-end like that seen on the BBC's main site.
"We are really pleased to have completed the development of the Now Gamer website. The project presented many technical challenges but working closely with the Imagine team we feel that the end result is a truly great website," said Evolving MD Peter McCormack. "We have many ideas for the future development and we look forward to continuing to work with Imagine Publishing."