IGN Entertainment, the online gaming content site, and GameStop, the largely offline games retailer, are integrating their online media and retail offerings in an effort to target videogamers from discovery to purchase. The partnership is an unusual effort, given content and retail are not often so explicitly combined. As part of the deal, said the companies:

* IGN will be creating branded media advertising products on GameStop.com, and will be its sales representative online. Consumer advertisers will be able to buy branded ads on the retail site.

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