UK magazine firm Future is to provide GamesMaster-branded content to the Daily Mirror's weekly entertainment guide.
'The Ticket - powered by GamesMaster' is an eight-page section, which will often feature sponsored content.
The inaugural edition, due on December 10, will focus on SEGA's current Sonic The Hedgehog portfolio.
Commented Mirror Group Advertising head of Business Development Mark Field, "Working in partnership with Future and the games industry has been a great way of marrying excellent content and broadening the opportunity to talk to a very large game buying audience.
"In the lead up to Christmas we have developed a platform to talk to families about upcoming launches and current releases and importantly drive new business opportunities for our commercial partners.
"This is just the start of a new way of working with Future to develop a brand partnership which works well for everyone involved."
The Mirror claims 1.2 million of its 3.17 million readers have purchased a game. For Future's part, it hopes to further extend awareness of its GamesMaster brand among a more casual audience.