GameStop has acquired browser gaming hub Kongregate, the retailer confirmed this afternoon.
While terms of the deal or its ultimate intentions have not been disclosed, it has been announced that the 10 million user-strong portal will act as a wholly-owned subsidiary of the retail and online chain.
Said GameStop CEO J. Paul Raines, "Kongregate advances GameStop's digital strategy by providing a gaming platform for casual, mobile and browser games that can be promoted and played by our existing gamers. We welcome the Kongregate team to the GameStop family."
Added Kongregate co-founder Jim Greer, "our company's unique DNA has given more than 8500 game developers the tools to make their games social, reach a huge audience and make money from over 30,000 innovative games.
"This includes access to virtual currency and robust community features such as leaderboards, player achievements, profiles, multiplayer, dedicated game forums, and a site-wide leveling system."
The outcome of the partnership is mysterious for now, but GameStop's broader intentions are summarised in an official statement as "Kongregate's unique digital platform allows consumers to discover great free-to-play games that can be enjoyed via internet-connected devices.
"Acquiring Kongregate strengthens GameStop's digital platform and its commitment to become the gaming aggregator of choice."
"We want to be the destination for gamers, whether they are getting content via online, mobile, console or any other platform," Raines told the Street.
"We are also migrating our website from a purely e-commerce site to a gaming platform that users can visit to play, learn and purchase games."
Kongregate was launched in 2007, funded by Greylock Partners, Bezos Expeditions and several angel investors including Reid Hoffman.
The deal is expected to complete on August 1, with Kongregate founders Jim and Emily Greer staying on, as well as maintaining the site's headquarters in San Francisco.
GameStop's share price has seen slow but sustained growth over the last week, rising from $19.25 on July 20 to $20.89 at the time of writing - up 1.9% since yesterday, with further gains likely as news of the Kongregate merger proliferates.