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Eurogamer partners with Nintendo Life in ad deal

Network to act as sole ad and biz dev agent for world's largest independent Nintendo site

The Eurogamer Network has penned a deal with Nintendo Life to act as the site's sole advertising and business development agent, a similar deal to that struck with leading PC site Rock Paper Shotgun last June.

Founded in 2006 by Anthony Dickens, Nintendo Life is the world's largest independent Nintendo site, growing with the addition of Darren Calvert and Damien McFerran's Virtual Console Reviews and WiiWare World to the original enterprise in 2009.

"Over the past few years myself, Darren and Damien - with the assistance of our team of international contributors - have worked incredibly hard to position Nintendo Life as the world's premier Nintendo-centric website," said Dickens.

"We're delighted to be working with Rupert and his dedicated team at Eurogamer, and have been hugely impressed by their knowledge, enthusiasm and expertise. We're certain that our new partnership will flourish and enable us to grow our business over the coming years."

All Nintendo platforms are covered by the site, which will operate on a separate editorial footing to the other members of the Eurogamer Network, which includes

"We're very pleased to welcome Nintendo Life in to the Eurogamer family," said Eurogamer founder and MD Rupert Loman.

"The team shares our passion for video games editorial and has done an amazing job establishing a dominant position in the market. As with our partnership with Rock, Paper, Shotgun, we see this as a great opportunity for the commercial development of Nintendo Life."