London, UK - 13th May, 2010: IGN Entertainment, the world’s largest video game and entertainment network, has hired former Electronic Arts and Ubisoft executive Ian Chambers as UK Managing Director. Arriving with an impressive track record in digital publishing and marketing, Chambers will play a pivotal role in shaping the continued growth of IGN in the UK as it seeks to further galvanise its domestic media and digital distribution businesses.

Chambers moves from Electronic Arts where he managed console digital distribution and contributed to the success of digital-only titles such as FIFA Ultimate Team and Battlefield 1943. Previous posts include executive positions at Ubisoft at the centre of European digital marketing activity, where he became one of the originators of the Uplay strategic vision recently implemented in Assassin’s Creed 2 and Splinter Cell Conviction.

Chambers joins IGN UK at a time of considerable growth and expansion, with the editorial voice of flagship media brand IGN.com continually breaking boundaries and transcending new platforms in order to engage with the ever expanding gaming audience.

IGN UK’s vision of extending their brand‘everywhere that consumers engage with video games’ is perfectly suited to Chambers’ leadership and expertise in community monetisation and digital expansion. Initiatives over the next 12 months involving live events, social media and community development are set to drive higher engagement and user loyalty, further increasing the support and value that IGN deliver to the UK games industry.

“Ian has worked at the very heart of European publishing having held senior positions at both EA and Ubisoft. His experience in building major brands whilst mastering new routes to the consumer will help us develop our partner and consumer offerings in the coming months. Our continued investment in big hitters like Ian should be a clear signal of our intention to continue to challenge and develop the UK market,” commented Chris Ellis, SVP International, IGN Entertainment.

Ian Chambers commented:“As the entertainment market evolves, the connected consumer continues to drive the pace and direction of change. I’m looking forward to working with the IGN UK team to take our products and services to the next level, addressing the needs of both our influential consumer base and trade partners.”

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 over 4.8 million unique users in the UK, with a worldwide reach of 49 million unique users (comScore Sept’09). IGN Entertainment’s network of videogame-related properties (IGN, GameSpy, FilePlanet, TeamXbox), 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.

Direct2Drive is IGN Entertainment’s digital distribution retail arm. Coupling the ease of use in download-to-own with Direct2Drive’s Download Protection, it is a popular destination for the PC and Mac gaming enthusiast.

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 www.gamespress.com.