talkSPORT and IGN Entertainment join forces in partnership deal

Sports radio station talkSPORT has partnered with games media group IGN Entertainment to offer game publishers and media buyers the chance to access both platforms audiences with a single commercial deal.

talkSPORT reaches an audience of around 3 million listeners each week

Together talkSPORT and IGN Entertainment reach more than 10 million adults across the UK, the partnership between the two means those targeting video gamers have a single point of contact to access a range of creative solutions across both company’s platforms and brands.

The deal sees sales teams from both businesses working together on relevant commercial briefs and devising innovative creative solutions. IGN and talkSPORT will also share editorial experience and content to benefit each other’s audiences.

talkSPORT commercial director, Kurt Edwards, commented: “We know that gaming is of huge interest to our listeners and readers and this partnership with IGN means we can offer advertisers some fantastic cross-platform opportunities around our editorial content.”

Under the partnership the Buzz Chart counting down the week’s biggest video games will be featured each Wednesday afternoon on the Hawksbee & Jacobs show, with gaming expert Michael Underwood. IGN will also work with talkSPORT's sister magazine, Sport, writing the monthly gaming page, providing video-rich fortnightly piece for its tablet edition. The partnership will extend later in the year to include lifestyle content from AskMen.

Adam Hopkinson, commercial director, IGN Entertainment, added: “We’re excited to be partnering with talkSPORT – allowing a diverse range of commercial partners on both sides to significantly widen their reach and exposure among young men. Together, we’ll be offering some industry-leading cross-platform integrated solutions driven by creativity. We’re committed to bringing IGN and its gaming content closer to gamers, wherever they are – and partners don’t come much bigger and better than talkSPORT.”

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