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3 New Publishers Go All In on Snapchat Discover

Mashable, Tastemade and IGN sign on as partners

New media brands are coming to Snapchat. Getty Images

Starting tomorrow, Snapchat users are going to see more media brands in the Discover portal.

Mashable, food publisher Tastemade, and IGN—a video-game and entertainment publisher—will start cranking out daily Snapchat content for Discover, joining names like Cosmopolitan, CNN and the Daily Mail.

Until now, Snapchat has capped the number of publishers participating in Discover at 12. Last month, Yahoo and Warner Music were replaced by iHeartRadio and Buzzfeed.

But with the introduction of Mashable, Tastemade and IGN, Snapchat is expanding the program to 15 publishers.

Advertising, a big part of Discover's appeal, helps marketers reach the app's 100 million daily active users. Publishers can sell full-screen video ads between content and also sponsor a publisher's daily Stories.

In a statement, IGN said it already has plans to roll out several new series on Snapchat, including behind-the-scenes video, six-second reviews and "Fan Art Friday." Re/code reported that Universal Pictures will be IGN's launch partner, while Coke will take over Tastemade's channel. Qualcomm is Mashable's first advertiser.

"Gaming and geek culture have become dominant voices in pop culture, and IGN will give Snapchat's core demographic of 13- to 34-year-olds something new to talk about and share every day," said Peer Schneider, gm and co-founder of IGN.

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