IPC Media buys online games site

Launched in 2001, Mousebreaker 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.

The online games market was worth an estimated $5.7billion in 2007 and is forecast to double in size in the next five years, according to research firm DFC Intelligence.

Over 200 million people play games online each month, with the casual games sector thriving.

IPC Ignite managing director Eric Fuller said: “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 earlier this month IPC Connect launched a major new digital site – www.look.co.uk – the perfect fashion filter, online.