IGN has announced that it has signed a new agreement with GAME. The media company will work with the U.K. game specialist retailer for community initiatives, with special events and live-streamed gatherings of gamers with special guests at various retail locations.

“2012 has been a significant year for GAME and we are ambitious and excited about 2013, kick-starting the year with this partnership with IGN,” said GAME Retail CEO Martyn Gibbs. “Gamers absolutely love IGN and our customer research has reinforced what a great fit this is for our brand. The partnership offers us an exciting opportunity to maximize our engagement with gamers both in-store and online and ultimately help us to achieve our ambition of building the U.K.’s most valuable community of gamers”

“We’re delighted to be working with the U.K.’s largest specialist games retailer on this pioneering partnership, bringing the IGN and GAME communities together around their shared passion,” added IGN Entertainment’s Ian Chambers. “Our partnership will set the standard for how a media owner and retailer can collaborate to deliver impactful, community engagement.”