IGN Entertainment sold to Ziff Davis publisher

IGN Entertainment has been acquired from News Corps by US-based publisher and Internet firm Ziff Davis, which was purchased by j2 Global in November 2012, it has been announced.

In addition to IGN.com, IGN Entertainment also publishes popular video game site GameSpy.com and men’s lifestyle site AskMen.com, among other digital titles.

Financial terms of the transaction were not disclosed, but Bloomberg reports that the purchase price was less than the $100 million (£64 million) originally sought by News Corp, according to “people familiar with the deal.”

IGN boasts over 600 advertisers and 53 million unique visitors per month, a figure that j2 Global says will “more than double” its digital media revenues.

“This is a transformative deal for our digital media business,” said j2 Global CEO Hemi Zucker. “By combining two of the most storied organizations in tech, gaming and entertainment, we have created a very powerful company capable of producing and delivering content in all forms to an audience that marketers highly value.

The Rupert Murdoch-owned multimedia conglomerate bought IGN Entertainment for $650 million (£413 million) in 2005, at which point it also owned MySpace.

Ziff Davis currently operates a handful of successful technology titles, including PCMag.com and Geek.com.