IGN is “the leading Internet media company focused on the video game and entertainment enthusiast markets.” The company was launched in 1996 and is now owned by the technology based company J2 Global. Their focus at IGN has been to, “[cement their] reputation as the authoritative voice on games and entertainment by delivering sharp opinions and ground-breaking visual content.”
The basic structure of the website does not have any large elements that would completely set it apart from other websites, although there are elements that the website does better than others. When one visits ign.com one can easily discern the specialization of the website, video games and entertainment, as the nav bar lists multiple video game console sections, a movie section, and a television section. The articles are structured in a list format so readers don’t need to click to a next page to load more articles, the reader only needs to scroll down. One of the interesting things about this format is that there aren’t any advertisements along the sides of the website, the advertisements are interwoven amongst the actual articles on the website which is unique. The advertisements are even designed in a way that makes them look like real articles, so their advertising looks more natural than other sites which essentially try to cover every pixel on a website with advertisements.
Three of the most recent articles include an article titled, “Disney is Looking for Newcomers to Play Jasmine and Aladdin,” “Every Character in Injustice 2 (That We Know Of),” “10 Monsters That Would Totally Annihilate Kong.” Based on those three articles alone one can tell that IGN is trying to reach a broad audience that has a general interest in entertainment. There’s an article about an upcoming movie and it’s casting wants or needs, an article about a video game and its possible expansion, and a hypothetical article about monsters in entertainment that could “Annihilate Kong.” By not publishing a large quantity of one type of article at a time, such as video game content, it doesn’t alienate the part of their audience that might not be interested in video games. It’s wise for the longevity of a company, to publish a variation of content to make sure the company can reach as many people as possible, which means more ad revenue and more readership in general.
To get a better look at the articles and the type of content that’s published on IGN, it’s beneficial to find out who the regular contributors are and how immersed they are in their field. Samuel Claiborn is one of those regular contributors at IGN, he is a managing editor and has been with the company since 2008. Looking at his twitter one can tell that his content focuses more on the video game aspect of the website. His recent tweets include talking about playing the new legend of Zelda game, playing horizon zero dawn, and talking about retro video game consoles. Even in his twitter bio he has, “video games” listed which shows he at least enjoys the content that he is writing for IGN.
IGN’s website is a great example of the right way to create a variety of content without creating a split in their audience. They found a market in entertainment, and found multiple ways to expand upon that idea, whether that be posting articles on video games, movies, or television. By not doubling down on a niche market such as video games they are able to reach a greater audience. The structure of the website is well done, the variety of articles that are published at the same time are meaning, and the regular contributors are immersed in their domain of content.