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IPC IGNITE UNVEILS NEW LOOK FOR MARKET LEADING ONLINE GAMES SITE, WWW.MOUSEBREAKER.COM
October 28, 2008
IPC Ignite today unveils details of a brand new look for www.mousebreaker.com the leading UK-based free-to-play games site acquired by the company in June.
The new premium look and feel site includes:
· A redesigned homepage with more visual clarity and accessibility
· Better functionality for users with enhanced navigation and cleaner game pages. As a result page loads now average less than a second
· Improved categorisation and promotion of games: users can search for games by category for the first time ever, keeping them on Mousebreaker for longer and engaging them further with the breadth and depth of content
· More visible opportunities for clients to virally seed their existing commercial games to the Mousebreaker audience
· New and exclusive ad formats, including a partnership with online video advertising specialist InSkin Media that allows impactful ad messages to be delivered whilst users pause games which they couldn't do before
IPC Ignite group advertisement director Sam Finlay says: Since acquisition we have been working very hard on redeveloping the look and feel of the site, with the needs of both users and advertisers uppermost in our thinking. The redesign and introduction of new ad formats makes Mousebreaker the first casual games site that can genuinely be considered a rich environment for brand advertising.
Mousebreaker already reaches more than four million unique users each month, 86% of whom are male, with an average age of 22.* The addition of the website alongside existing iconic websites like www.nme.com, www.nuts.co.uk and www.loaded.co.uk means IPC Ignite is now enjoyed by more than eight million users online. The acquisition of Mousebreaker has increased Ignite's reach of UK men by 75%.
IPC Ignite digital advertisement director Andrew Sanders says: The Mousebreaker user already spends over two hours each week on the site across three visits they are leaning forward, actively looking to be entertained and very open to commercial messages. Response to advertising is high and to date everyone who has tested the site has returned with a repeat booking. The enhancements we've made to the site will serve only to make it a richer and more fulfilling destination for the UK's young men.
The new look Mousebreaker is currently available in beta at http://beta.www.mousebreaker.com/ and will hard launch next month.
(* sources: Google Analytics, ComScore)
-ends-
About Mousebreaker:
Mousebreaker, launched in 2001 and acquired by IPC in June 2008, publishes over 200 free online flash-based games. The site, aimed at 18-to-34 year old men, has an audience in excess of 4 million unique users every month, enjoying an easy to play spectrum of football, sports, driving, arcade, shooter and puzzle games. Mousebreaker is the leading UK-based free casual games site.
About IPC Ignite:
IPC Ignite is the men's lifestyle and music division of IPC Media. Its award-winning, market-leading brands enjoy international recognition. They include Nuts, Loaded, Uncut, NME, Nuts.co.uk and nme.com.
About IPC Media:
IPC Media is a leading consumer magazine publisher in the UK. Its five publishing divisions are: IPC Southbank, IPC TX, IPC Ignite, IPC Connect, and IPC Inspire. IPC is wholly owned by Time Warner.
FOR MORE INFORMATION PLEASE CONTACT:
Chris Taylor, head of media relations, IPC Media on 020 3148 5406, 07980 221942 or email chris_taylor@ipcmedia.com
