IGN- Imagine games network


A bit of backtracking…

For my colleges Broadcast course we have to research into a media company we want to work for when were older. Me being the devilishly amazing man i am have decided to look into the company IGN as i would like to peruse a career s a video game journalist. My lives career goal has to be creating content for the mass about video games wether it be for IGN or another video games company. Video game journalists popped up after the complete success of video games in the early 70′s following the first ever magazine in 1974 with play meter magazine a publisher which covered the early video games in arcades and etc.

The golden age of video games n the mid 80′s is what really sparked off video game journalism for the consumer use. In this golden age for video games, video game journalists found there way into more and more media magazines having there own pages and segements in ever so increasing magazines.

The grilling main character

IGN (imagine games network) is one of the biggest video game and entertainment websites to this date. It attracts the largest amount of 18-34 year old men online. Figures shown that 1 in 4 men in the united states visit the websites each month and haul 41m unique viewers. I believe they reach this many views by utilizing there audiences brilliantly in there words…

“Whether young or young-at-heart, our viewership is loyal, purchase-ready and influential amongst its peers. We call our core viewers entertainment enthusiasts. Compared to their peers, they play more videogames, see more movies, purchase more DVDs, share more advice and are more likely to do all of the above online.”  [1]

With such a broad audience which IGN knows how to reach they can achieve all there views without hesitation. There content is the main reason for this there content is well delivered they understand what the audience wants because they themselves are the audience. For example IGN say the majority of there staff are gamers so because one of there main demographics are gamers this helps by tenfold because they already have a vast understanding of the market.

As you can see from the psychographics (demographics that refer to attitudes, values, lifestyles, and opinions) below that the gaming portion of IGN the audience are gamers. With 68% of the audiences owning a gaming console. In 2011 58% of all US households owned at least one gaming console 24% owning 2 and 6% owning 3 [3] this shows us that IGN appeals to all of the theses people and more as if a household may not be able to have a console they can go online to find coverage of things they don’t have access to. This goes for the people who have played video games and the people who spent money on video games in the past month aswell.

ign[1]  IGN 2 [1]

The HHI refers to the Herfindahl index a measure of a company’s market concentration. The index is calculated as the sum of the squared values of all firms’ shares of a given market.Increases in the index typically indicate a decrease in competition and an increase of market power, whereas decreases indicate the opposite.[2]

Me being the journalist extraordinaire I am sent a email to Peer Schneider one of the founders of the company way back in 1996 and asked him a few questions one of theses questions where…

“The video game market as a whole is constantly moving rapidly how has the
company as a whole evolved to the ever so changing market over the years?”

And Peer responded with…

“Peer: IGN started as a network of video game sites (the “Imagine Games
Network”) and over time evolved into a single website that also covers
entertainment topics gamers are into, such as movie, TV, gadgets, or
comics. But the biggest change in how we publish content followed the
advent of mobile and tablet browsers and game consoles as entertainment
platforms. Now, almost 40% of our audience uses IGN on mobile devices –
often as a second-screen experience while playing games. Additionally,
millions of users every month watch IGN on their Xbox 360 or on YouTube,
post comments on IGN’s Facebook group or interact with us on Twitter. The
days of being a single, monolithic website are long over. “

IGN is certainly no monolithic website as peer said IGN is broadcaster over many different platforms for a boradcast business to be successful theses days they have to publish there content over a variety of platforms. IGN currently broadcasts there content over many platforms earlier this year when  Electronic Entertainment Expo (E3) was happening IGN made it there sole duty to broadcast over more platforms then ever before [4] this included on…

  • IGN.com live stream
  • Youtube.com  live stream
  • mobile devices-  iPhone, iPod Touch, iPad, Android phones & tablets
  • XboxLive- they partnered up with Microsoft and gave Xbox users free gold membership and access to the IGN app

This comes to show IGN doesn’t mess around when they try and reach there demographics. He followed on to say…

“On the audience growth side, the next step for us is to adjust how our services surface                           the right content for our users. Game genres have broadened to the point

where some gamers only play roleplaying games or only play first-person
shooters. Some people only come for, say 3DS information, but we keep
showing them a broad range of topics.”

Peer explains here that because the video game market is so vast now that the different genres in video games have become certain peoples only genre’s. So when people go searching for information on there genre they like, they also absorb information on other genres and topics. Once they absorb the information on other genre’s there’s a chance that it would broaden there interests bringing  in another viewer for that genre.

Downloadable Content

“The premiere site for video game reviews, news, trailers, videos and all things young male entertainment enthusiasts seek. IGN is one of the Web’s leading video game information destinations.” [1]

Its pretty obvious that IGN produces great content on video games with loads of weekly shows bringing you different and unique content with each media text produced.

IGN3                                                                                                                                                                           [1]

These are just a few examples of what IGN produces and as you can see IGN doesn’t only produce content on video games they have a whole other part called IGN Entertainment. It produces content on TV, film, music and technology in a similar way to how the produce content on video games.

IGN produces many different videos each week with there own YouTube channel reaching 3,943,914 subscribers and

2,867,227,409  collective views since September 18 2006 . But this isn’t the only way they produce there content   trough videos they have there own video player on there website in which they upload and produce there own content. They stream across multi-platform like PSN, Xbox live and Roku and they have released an app that iOS, Android can use to stream stuff on the go.

All the coins

IGN was acquired by Rupert Murdoch’s multi-media business empire, News Corporation, for $650 million in 2011.

The Murdock empire

Rupert Murdoch owns the Twentieth Century Fox Studio and 35 Television Stations that broadcast in USA. He publishes 175 newspapers, including The New York Post. Rupert also owns the Fox Network and 19 other regional sports channels. Hes a worldwide business man reaching out to the far corners of the world. He owns shares in many company’s and have tried to buy out his competitors many times, for example Virgin media.


The Characters Page 

To find out the structure of IGN as a whole, how the business works and i asked Peer. “How is the company run as a whole? Do the big men at the top decide whats to do or is it evenly spread?”

“As the publisher, I set the general direction — and of course execute on
overall goals provided to me from our parent company — but we work as a
team and encourage different viewpoints. We empower our Editor in Chief,
to run content autonomously and free of marketing or sales pressures. He,
in turn delegates oversight of specific editorial types to a reviews lead,
a previews lead, a features lead, and so on. We also have a video team
that operates in tandem with editorial.”

Peer says that he is the publisher this gives him the prime position to say what is needed to be done, what will be done and goals. But the company as a whole is evenly set out so the right amount of content is published and that content is the best content it could be. The company would be set out into different groups each focusing on there own sector of work. Looking at the IGN jobs page the openings for jobs at the moment fall under a few category’s with some example jobs as well.

  •  Engineering- Lead Software Engineer, Senior Android App Developer.
  • Marketing- Social Media and Project Executive, Mid-Level Email Marketing Manager
  • Media- Community Manager
  • Product- Interaction Designer, Visual Designer
  • Sales- Sales Planner, Senior Account Executive                                                                                                             [5]

It has websites in over 20 countries and 40 different languages. With each website for each country they must need translators, editors and content for each of the websites as well.


Competitive Co-Op

IGN isn’t the only video games news broadcaster to keep the industry interesting there are many different video game broadcasters that deliver there content in there own unique way.



“Machinima is the dominant video entertainment network for young males around the world. Serving more than 2.4 billion monthly video views and reaching over 200 million uniques each month, Machinima is one of the top entertainment networks on YouTube. The Machinima network features scripted series, original content, weekly and daily shows, official publisher content, and gameplay videos—all aimed at the coveted 18-34 year-old male demographic.

Our community is based on passion—for video games, animation, movies, TV, music, and endless other forms of millennial pop culture. Machinima is a lifestyle, and it shows in the devotion of our fans: We have the highest engagement among the top YouTube channels and a larger average daily audience than major cable networks.” [6]




“For over 17 years, GameSpot has been the most well-known video game community cruisin’ down the Information Superhighway, and it is made up of a hard-working team of expert gamers on staff as well as millions of visitors around the world who contribute their knowledge and experiences on a daily basis.” [7]


The final Boss

To help me with my future I asked peer one final question ,an epic conclusion, the ultimate battle…

What are the routes into the industry? and any advice for people with
hopes to join the industry?


“A background in creative or news writing, video experience, or journalism
courses are always a plus — but not necessarily a requirement to get into
games or entertainment reporting. There are many ways to show your
creativity online without having to set up a business or spend a lot of
money, from writing your own blog to creating a wiki from scratch to
running your own YouTube channel. Don’t wait to be discovered. Experiment
with content every day and actively ask users to give you feedback so that
you can get better and better. Who care if you don’t have a large audience
as long as you are developing your skills and you have something to show
for. Persistent, positive and creative minds will always stand out.


Thank you for reading

Jake Wise



[1] http://corp.ign.com

[2] http://www.businessdictionary.com/definition/Herfindahl-index.html

[3] http://www.engadget.com/2012/03/09/nielsen-report-finds-56-percent-of-us-households-have-a-modern-g/

[4] http://corp.ign.com/press/2012/ign-brings-e3-2012-to-fans-live-across-all-platforms

[5] http://ign.theresumator.com/apply

[6] https://www.machinima.com/overview

[7] http://www.gamespot.com/about/


Audience theorys

Producers have many different ways to get there media text to the audiences. The use 3 main methods…

  • Hypodermic needle model
  • Two step flow
  • Uses and gratifications

Hypodermic needle model


The hypodermic needle model is the theory that is based off of the idea of sharing ideas. Dating back to the 1920’s this theory was the first attempt to explain how mass audience might react to mass media.

It’s a model that suggests that audiences passively receive the information transmitted  via media text without any attempt on there part to process or challenge the data. An example of this is the BBC, people look to the BBC as a trustworthy source of news and they wont challenge the news that they produce as it is scene as the place to get news.

Two Step Flow

The two step flow is a theory that suggests that audiences will follow the opinion of a “opinion leader”. An opinion leader is a person or company that people look to before they view a media text. For example this could be a film reviewer and people look towards that film reviewer to see if a film is good then they decide if they want to watch it or not.

Reception theory

In 1948 Harold laswell suggested that media texts had the following functions..

  • Surveillance
  • Correlations (suggestions from YouTube)
  • Entertainment
  • Cultural transmission

In 1974 Bulber and Kate stated that individuals might choose and and watch various media texts for the following purposes..

  • Escape from everyday problems such as personal relationships and work ect.
  • using it for emotional diversion

The receptions theory is based on the belief that the ways individuals receive and interpret a text is based on there individual circumstances(I.e Gender, class, age, culture, sexuality ect.?