IPC Ignite, which publishes magazines Nuts and Loaded, briefed its digital team to give the site a cleaner and more premium look after buying the website and parent company Mousebreaker in June.
Improvements to the website include the reduction of average page-load times to under a second and the addition of a function that allows users to search the site for games by category.
IPC Ignite claims that there are now more opportunities on the website for advertisers to virally seed their own commercial games. Another new function allows ads to be delivered when users pause games.
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’.
IPC claims that users spend an average two hours a week on the website during three visits. The site offers more than 200 free Flash-based games primarily aimed at a young, male audience.
The new site is due to launch next month, following a period of beta testing.
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