IGN Acquires Gaming Guide Site | Adweek
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IGN Acquires Gaming Guide Site

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IGN Entertainment has acquired Whattheyplay.com, an independent content site aimed at parents looking for information on family friendly videogames. Terms of the deal were not disclosed.

The site was founded in late 2007 by veteran videogame journalists Ira Becker and John Davison. Whattheyplay.com’s describes itself as “the family guide to videogames”—it’s designed to serve as an informational resource for parents who are unsure which games are appropriate for children of different ages.

Given its mom-and-dad target, Whattheyplay.com should help IGN in its effort to expand beyond its core young male target base. The acquisition follows IGN’s recent launch of GreenPixels.com, which is aimed primarily at a female audience.