IGN, one of the biggest web publishers of gaming and entertainment related content, has diversified into advertising services with the acquisition of “strategic partnerships and impact agency” 1TwentyFour. Terms were not disclosed, but IGN said the acquisition will effectively serve as an in-house brand studio enabling marketers to “connect with millions of fans across more than 100 countries and 250 million monthly users around the world on over 35 platforms.
Founded in 2017, the Los Angeles-based shop will continue to operate as a stand-alone unit within IGN, and Co-Founder Karl Stewart will serve as Senior Vice President, Strategic Partnerships and Innovation, reporting to IGN Executive Vice President-General Manager Yael Prough.
This move comes as IGN looks to increase its profile in the advertising world. The company has been building up its advertising capabilities in recent years and this acquisition is a continuation of that strategy. With 1TwentyFour on board, IGN will be able to offer a full suite of advertising services to marketers looking to reach the gaming and entertainment content publisher’s massive audience.
The acquisition also signals a shift for 1TwentyFour, which has up until now been focused on serving the consumer brands space. Under the direction of now Senior Vice President Karl Stewart, the agency will look to expand its reach into new markets and verticals.
“As we continue to invest in our position as a leading digital media company, it’s important that we provide marketers with new ways to connect with our passionate global fan base,” said Prough in a statement announcing the acquisition. “1TwentyFour brings a wealth of experience working with some of the world’s biggest consumer brands, along with a creative flair that will help us elevate our offering.”
“We are thrilled to join forces with IGN,” added Stewart. “This is an incredible opportunity to lean into our strengths — crafting strategic marketing partnerships rooted in big ideas — while expanding our capabilities across new platforms, disciplines and geographies.”
IGN’s acquisition of 1TwentyFour signals the company’s intention to become a major player in the advertising world. With an experienced team and a massive audience, IGN is well positioned to offer marketers a powerful way to reach gamers and entertainment fans around the globe.
