Rupert Murdoch’s News Corporation has had a strong tradition of acquisitions and mergers, save for that minor $580 million MySpace incident. It would appear as though News Corp. is at it again, this time their popular gaming and internet media services provider IGN has successfully acquired UGO’s entire network of owned and affiliated properties. With combined forces, IGN/UGO will now reach a global audience of more than 70 million, across a variety of go-to destinations.
“This instantly catapults us to another level and positions us to serve and entertain tens of millions more fans. We look forward to providing an even richer service for users and advertisers. We are now actively considering a range of options to maximize IGN’s long-term value,” said Roy Bahat, President, IGN Entertainment in a statement.
Pre-acquisition, IGN’s reach covered approximately 40 million monthly visitors from across the globe. From UGO’s side, approximately 30 million monthly visitors crossed paths with one of their various web properties. Two of UGO’s most popular destinations, UGO itself, and 1UP will now find a home amongst IGN’s premium destinations including GameSpy, FilePlanet, Direct2Drive, and TeamXbox. Likewise, UGO now has access to IGN’s retail partner GameStop.com. And while the gaming focused properties are key in this acquisition, IGN has much to offer, as their reach extends beyond gaming, and crosses over into lifestyle offerings including IGN’s AskMen.com. Given the combination of popular male destinations, News Corporation is projecting that they will now reach one in four men online.
IGN currently holds the #1 spot for video game sites (according to IGN), and this acquisition now expands IGN’s media and product offerings lineup, a factor that eager advertisers are sure to take note of, as the coveted 18-34 demographic is IGN’s specialty.
“The combination of IGN and UGO will create the complete ‘go to’ online destination for video game enthusiasts. The breadth, depth and quality of the content available through these sites will be unparalleled. This is a terrific combination for our viewers and our advertisers,” said Ken Bronfin, President of Hearst Interactive Media.