- Mike Shields, Mediaweek

NEW YORK Global Gaming (known as GGL), which manages a network of Web sites aimed a hardcore enthusiasts, has inked a content partnership with startup video distribution firm 5min.

GGL claims to reach over 20 million unique users per month across its network. Sites include Wowguru (aimed at World of Warcraft fans) and Psxextreme.com (which caters to PlayStation junkies). The site GGL.com reaches 8 million uniques on its own, per comScore.

Through the deal with 5min, GGL partner sites have begun featuring short instructional videos on specific titles, such as a recently launched clip providing tips on how players can succeed at the popular war-themed Call of Duty.

5min says it maintains roughly 15,000 gaming-relevant videos in its library, many of which focus on player cheats and tips. As distribution throughout GGL’s network builds, both GGL and 5min will look to sell advertising attached to these clips.

“People come to GGL to share insights, compete, socialize and learn more about the game titles they are playing,” said GGL CEO Ted Owen. “By dynamically delivering instructional videos around each gaming experience, we are meeting the desires for our consumers while offering yet another way to engage and have fun in their communities.”

Besides gaming videos, 5min aggregates all sorts of instructional clips -- everything from How to Plant Tomatoes to How to Sell on eBay for More Money. Most 5min videos are produced by small and mid-sized independent sites like NextGenWalkThroughs, though some content comes from amateur users and various professionals. Using its proprietary VideoSeed platform and SmartPlayer video player, 5min claims it can dynamically deliver contextually relevant content to its partners. 5min’s technology also provides users with the ability to easily share videos.

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