Break Media Acquires FileFront

The young male–centric digital company Break Media has acquired FileFront, a Web site geared for hardcore gamers. Terms of the deal were not disclosed.

FileFront has been around since 2001. The site, which features a mix of videogame news and downloadable content, was owned by Ziff Davis for several years until last Spring, when it was reacquired by its original owners.

Break executives feel the site is a diamond in the rough; the plan is to invest in editorial and use the company’s networks of sites (including core property Break.com) to build up FileFront’s traffic. “This is a highly trafficked site that has been under-supported for the last several months,” said Break CEO Keith Richman. “The great news is that is still reaches nine million unique users. Our ability to creative editorial should help attract more audience, but if we do nothing else but serve the current users well we will have succeeded.”

The acquisition of FileFront helps expand Break’s foothold in gaming—a key interest of the company’s men 18-34 focus. Just a few weeks ago Break announced it would begin developing its own games.

But Richman is convinced that the site’s loyal following is hungry for more original editorial. “It’s true that this audience is actively consuming this information in other places,” he said. “But the original owners have done research, and they’ve found that users want more content.”