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IGN and GameStop strike online content deal

US game giants seek to present combined audience to advertisers

Games media site IGN is to partner with US retailer GameStop's online presence, sharing content and offering a combined readership of 36.1 million to advertisers.

As part of the arrangement, reports the Wall Street Journal, IGN will provide editorial to, while a slew of purchase links to the retailer's site will appear on IGN.

In addition, IGN will act as GameStop's online sales representative, and will arrange branded ads on both sites.

IGN's audience of 28.9 million monthly uniques and GameStop's 7.2 million will be sold as a package to advertisers.

The move comes as part of an increasing push to online by GameStop, which also purchased game portal Kongregate as part of its plans to reduce dependence on retail.

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Alec Meer: A 10-year veteran of scribbling about video games, Alec primarily writes for Rock, Paper, Shotgun, but given any opportunity he will escape his keyboard and mouse ghetto to write about any and all formats.
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