January 7, 2011, 5:11 PM

GameStop adds an e-commerce and content partner

By linking with publisher IGN, GameStop gains exposure to 45 million players.

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GameStop Corp., a multichannel retailer of computer games and hardware, is taking steps to beef up its e-commerce program with more content for games enthusiasts.

GameStop, No. 115 in the Internet Retailer Top 500 Guide, has signed an online content and merchandising agreement with IGN Entertainment, a media network for games players.

Under the arrangement, GameStop will integrate IGN’s professional reviews, previews and other content with the merchandising pages on GameStop.com. In return, IGN, which says it has more than 45 million users each month reading its content and playing video and digital games on properties such as GameSpy.com, FilePlanet.com, TeamXbox.com, Direct2Drive.com and others, will feature GameStop “buy now” buttons on its web pages.

IGN, the publisher of AskMen.com, a men’s lifestyle web site, also will serve as GameStop’s exclusive online advertising and sponsorship agent.

“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 socialize with other players,” says GameStop senior vice president of digital commerce Shawn Freeman. “We look forward to offering game fans a first look at our integrated site in 2011.”

The arrangement with IGN is the latest initiative by GameStop to expand its e-commerce business. In July, GameStop also shored up its digital content strategy with the acquisition of Kongregate Inc., a social gaming destination with millions of monthly players.

Terms of the deal, including the purchase price, weren’t disclosed. Kongregate is a free-to-play gaming site with approximately 10 million players who collectively spend about 23 million hours each month accessing an inventory of more than 30,000 games, the retailer says.

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