Observed Signal · Oct 20, 2026 · Partnership · Source: Adweek · Impact: 3/5 · Sentiment: Positive
Best Buy and IGN Launch Gaming Content Partnership
Best Buy has partnered with gaming media outlet IGN to launch 'Best Buy Gamers', a new online portal currently in beta. The portal will feature reviews, articles, trailers, videos, and other exclusive content provided by IGN, along with Best Buy's product information and events. Additionally, Best Buy's advertising arm, Best Buy Ads, will sell media placements within the gaming initiative's digital experience. The partnership is timed ahead of major holiday gaming releases such as the remake of 'The Legend of Zelda: Ocarina of Time' and 'Grand Theft Auto VI'. This collaboration aims to enhance gaming content on both platforms and expand Best Buy's commerce media offerings.
This partnership signals a growing trend of retailers integrating premium content into their commerce media strategies, enhancing engagement and monetization opportunities.
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Key Takeaways & Evidence Grounding
- Best Buy and IGN have formed a partnership to expand gaming content.
- Best Buy launched a new online portal called 'Best Buy Gamers', currently in beta.
- IGN will provide reviews, articles, and videos for the Best Buy portal.
- Best Buy Ads will sell media placements within the gaming initiative's digital experience.
- The partnership is timed ahead of major holiday gaming releases, including The Legend of Zelda: Ocarina of Time remake and Grand Theft Auto VI.
Connected Companies & Entities
2 Entities mapped“IGN will provide reviews, articles, and videos for Best Buy's website.”
“Best Buy is partnering with IGN to launch the Best Buy Gamers portal.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Best Buy Launches Gamers Hub Pilot with In-Store Experience
Best Buy is piloting a new digital hub called Best Buy Gamers, aimed at gaming enthusiasts. The hub features gaming content, reviews, videos, deals, preorders, giveaways, and experiences, brought together in collaboration with IGN. As part of the initial phase, the retailer will also open a dedicated in-store gaming experience at its Torrance, California location in November, where shoppers can play the latest titles and attend events with IGN. The move is part of Best Buy's broader expansion beyond traditional retail into ancillary businesses like advertising and retail media. Incoming CEO Jason Bonfig has emphasized this strategic shift. The retailer is also extending its online reach through initiatives like a TikTok Shop store and partnerships with OpenAI and Google's Universal Commerce Protocol for AI-driven product discovery.
Best Buy Ads Expands Commerce Media Beyond Retail
Best Buy Ads showcased at 'The Drop' an expansion of its commerce media ecosystem, moving beyond retailer-owned properties. Key announcements include the launch of Best Buy CTV, partnerships with Amazon Fire TV, LG, and Roku, opening Best Buy Studios to brands, expanding its creator program, and planning a TikTok Shop launch. This signals a shift towards full-funnel media, where commerce media follows consumers across CTV, social, and in-store experiences. Best Buy also introduced multi-touch attribution and expanded incrementality testing, supported by Circana research showing its ads influence purchases beyond Best Buy's channels. The company's marketplace grew to over 1,200 sellers and nearly one million SKUs, with international sellers added. The article emphasizes that commerce media is becoming a customer-centric ecosystem, integrating content, media, and commerce.
Best Buy launches holiday gifting center earlier than ever
Best Buy has launched its holiday gifting center, featuring curated gift guides and product highlights, earlier than ever before. The retailer is highlighting immersive in-store experiences, including a dedicated Google area debuting in select locations in October and its Meta Lab shop-in-shops rolling out to 50 locations. These initiatives aim to attract holiday shoppers into stores. Best Buy is also offering next-day delivery in nearly every metro market and enabling purchases via ChatGPT. The company's Q2 domestic revenue grew 4.3% year over year to about $9 billion, with domestic comps up 4.5%, driven by computing growth but offset by a decline in traditional gaming.
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