IGN hires new UK MD

IGN has recruited Ian Chambers as its new UK MD.

Chambers arrives from marketing consultancy Digital 12 as IGN plans to take its UK battleplan to the next level and wants to be seen as more than just a media company.

Chambers is an expert in the digital space. He recently worked as EA’s senior manager for console digital distribution in the UK – working on the launch of FIFA Ultimate Team and Battlefield 1943 at EA.

Prior to this, he worked at Ubisoft as head of digital and relationship marketing, where he pitched the idea for the publisher’s UPlay service.

In his new role Chambers has been tasked with linking IGN’s media business, digital distribution platform and community engagement to drive value for the UK industry.

The firm wants to have a presence ‘everywhere where games are played’ in the UK, from iPhone and social networks to events and retail.

Ian has worked at the very heart of European publishing having held senior positions at both EA and Ubisoft,” IGN’s international senior vice president Chris Ellis told MCV.

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.”

IGN first entered the UK market in August 2006, and boasts a dedicated editorial team for the territory.

It moved into live events early this year with FirstLook, where competition winners can try games ahead of their release. IGN also owns the digital distribution platform Direct2Drive.