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Games Media Profile: IGN

IGN continues to be one of the biggest media outlets in the world.Dan Kilby, commercial projects and marketing manager, explains how it plans to expand further

For nearly two decades IGN has remained one of the most recognisable names in games.

This is partly thanks to the site’s ability to change with the times – from apps to podcasts, video content to mobile, IGN has embodied much of the games media zeitgeist of the last 18 years. And it is continuing to do so.

This year we launched IGN First – month-long coverage of new and unannounced games – which has been a huge success, and we have some really exciting things coming up in the next few months,” Dan Kilby, commercial projects and marketing manager, tells MCV.

And IGN’s video content remains a hot destination for consumers.

Video is proving ever-popular and is the reason we launched Watch/Read this summer, which gives the user the option to consume content in either video or written form before they’re even taken to the article page,” says Kilby.

"We’re seeing increased engagement around titles that take a drip-feed approach to PR as opposed to consistent floods of information."

Dan Kilby, IGN

We’re witnessing a pattern in content popularity where less is becoming more; we’re seeing increased engagement around titles that take a drip-feed approach to PR drops as opposed to consistent floods of information.”

Kilby adds that content on mobile is also a hit.

Campaign performance overall on mobile is very strong as the IGN mobile environment is uncluttered and attracts high engagement; we are continually urging marketers to include mobile in their IGN campaigns,” he explains.

We are also increasingly working with our partners around content marketing, and in part this is driven by the fact that it works well across all platforms.”

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