IGN and GameStop tie digital deal

GameStop’s growing ambitions in the digital space have received another boost with news of a new agreement with IGN Entertainment.

The online media giant will take on advertising and sponsorship duties for GameStop.com and GameInformer.com. Furthermore, GameStop will integrate IGN content such as previews and reviews as well as editorial pulled from GameInformer.

IGN, meanwhile, will feature GameStop ‘Buy Now’ buttons throughout.

"This is one of the foundational pieces to our digital strategy as we seek to position GameStop.com as the definitive single destination for gamers who want to discover and purchase new games, play games online and socialise with other players," GameStop’s senior VP of digital commerce Shawn Freeman stated.

"As the fastest growing gaming website in the US and second in size only to Amazon.com, we look forward to offering game fans a first look at our integrated site in 2011."

IGN’s senior VP of sales Charles Barrett added: "Until now, the games media experience and the games retail experience have been disconnected. Now we’ll be able to connect brands and games publishers with video gamers across the complete game purchase funnel – from discovery and awareness to purchase."