IPC Acquires MouseBreaker.com
In a press release, IPC Media, has announced the acquisition of online games site, MouseBreaker.com. MouseBreaker.com is a free-to-play online games site, based out of the United Kingdom, that had published more than 200 flash-based games. The site primarily target 18-34 year old men, and reaches more than 4 million unique users each month.
“This is a major strategic investment for IPC Media. Mousebreaker doubles
our portfolio's digital reach of UK young men. It's an attractive proposition for
advertisers, delivering a highly targeted and loyal male audience. We have
some very exciting plans in place to enable our advertisers to engage with our
audience of young men in innovative and effective ways, ” said Managing Director of IPC Ignite, Eric Fuller.
For more information be sure to read the press release below.
Press Release
IPC MEDIA ACQUIRES MARKET LEADING ONLINE GAMES SITE,
WWW.MOUSEBREAKER.COM
IPC Media today announces the acquisition of www.mousebreaker.com, the
leading UK-based free-to-play games site.
Mousebreaker, launched in 2001, 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
leads the free casual games sector in the UK.
Online games are a worldwide phenomenon. The market was worth an
estimated $5.7billion in 2007 and is forecast to double in size in the next five
years*. Over 200 million people play games online each month, with the
casual games sector thriving.
IPC Ignite managing director Eric Fuller says: “The entertainment sector is the
fastest growing online sector in the UK**, and games are driving that growth.
Mousebreaker is a successful site, and its content is complementary to our
existing young men’s brands, Nuts and Loaded.
“This is a major strategic investment for IPC Media. Mousebreaker doubles
our portfolio's digital reach of UK young men. It's an attractive proposition for
advertisers, delivering a highly targeted and loyal male audience. We have
some very exciting plans in place to enable our advertisers to engage with our
audience of young men in innovative and effective ways.”
Mousebreaker co-founders Richard Pendry and Alick Stott will remain with the
business. They will work with IPC Ignite publishing director Jo Smalley and
Ignite digital director Kevin Heery to develop the brand. Advertising sales
across the site will be managed by Ignite’s sales team, led by Sam Finlay.
Richard says: “IPC Ignite is the perfect home for Mousebreaker. Ignite’s track
record in developing the potential of sites for young men – including
www.nuts.co.uk – speaks for itself.”
Alick adds: “IPC Ignite will be able to provide the resources – commercially
and editorially – to evolve the site to its full potential and we’re very excited to
get to work.”
The acquisition of Mousebreaker follows another major acquisition in October
2007 of TrustedReviews, the UK’s premier product review site. Last year IPC
also launched a number of major new websites, including homes portal
www.housetohome.co.uk and www.goodtoknow.co.uk, the essential online
destination for women today. And last week saw the launch of a major new
digital site – www.look.co.uk – the perfect fashion filter, online.
Parklane Capital acted as exclusive financial adviser to Mousebreaker.com
and its shareholders. Parklane Capital is a corporate finance advisory firm
located in Germany, specialized on small and medium-sized companies in the
media, technology and telecommunications sector.
* source DFC Intelligence
** source Hitwise May ‘08
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.
