IGN and TalkSport have forged a new commercial alliance that allows for cross-platform advertising.
Publishers can now do a single commercial deal that will cover both TalkSport and IGN, while the two media outlets will also share content.
Under the new deal, sales teams from both businesses will work together, while TalkSport's video games reporter Michael Underwood will countdown the IGN Buzz Chart of the week during the Hawksbee & Jacobs show.
IGN will also work with TalkSport's Sport magazine to write the monthly games page, as well as provide video for the publication's tablet edition.
The deal will include IGN's AskMen brand later in 2013.
We know that gaming is of huge interest to our listeners and readers and this partnership with IGN means we can offer advertisers some fantastic cross-platform opportunities around our content,” said TalkSport commercial director Kurt Edwards.
IGN commercial director Adam Hopkinson added: We're committed to bringing IGN and its gaming content closer to gamers, wherever they are – and partners don't come much bigger and better than TalkSport."