The UK's leading games retailer GAME has announced a new partnership with IGN.
The news was announced by Game Retail boss Martyn Gibbs at the retailer's quarterly supplier conference today.
The deal will see the pair work together on in-store promotional events and extensive GAME advertising across IGN's network, that the company says now spans some 4.2m gamers.
Activity will begin in early 2013.
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,” Gibbs stated.
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.”