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Game and IGN sign Microsoft retail and media partnerships


By John Glenday, Reporter

February 20, 2013 | 2 min read

Game and IGN have kicked off a new retail and media partnership with Microsoft with a pre-order initiative for Gears of Wars: Judgment - an Xbox 360 exclusive.

The title will be the subject of an inaugural First Look event in which 40 gamers who have pre-ordered the game will be invited in-store with two friends to give the title a whirl prior to its midnight launch – to the envy of those stood queuing outside.

Progress during this event can be saved to the cloud allowing players to pick up where they left off once they get home and free food and drink will also be dished out to keep energy levels up during the late night session.

Martyn Gibbs, Chief Executive, Game Retail Ltd, said: “These unique IGN and GAME co-hosted events are the perfect way to reward our most loyal customers and give something back to the community. The First Looks and Extended Plays demonstrate the calibre of events we can put on when retailer, media partner and publisher join forces to deliver for the gamer. We can’t wait to see the partnership come to life at our upcoming events next month – which will be the first of many.”

Ian Chambers, VP & Managing Director, International, IGN Entertainment, added: “This is just the start of our partnership with GAME that will set the standard for how a media owner and retailer can collaborate to deliver impactful, community engagement. Gears of War: Judgment is eagerly anticipated by both our communities making it a perfect fit for this event.”

Gears of War: Judgment First Look will take place at 10 stores nationwide from 9pm on 21 March.


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