Best Buy Partners With IGN for Gaming Portal

The retailer launched a new online destination featuring IGN editorial content and personalized gaming experiences.

Updated on Oct. 20, 2026 in Gaming

Best Buy Partners With IGN for Gaming Portal

Live Poll

Do you trust product reviews that appear directly on a retail website while you shop?

Best Buy has introduced a new online portal called Best Buy Gamers, which features reviews, trailers, and articles provided by gaming media outlet IGN. The site is currently in beta and offers personalized profiles that allow users to select their preferred gaming platforms and genres.

Why it matters

This partnership places IGN editorial content directly at the retailer, aiming to engage customers at the moment they are making purchase decisions. Best Buy intends to build a digital experience that keeps gamers connected to industry trends and content.

The new portal currently offers a $5 bonus reward for users who create a profile. It provides content for an audience that aligns with IGN's global reach of 470 million monthly users and 96 million social media followers.

The players

Best Buy

This American multinational electronics retailer provides a wide range of consumer technology products and services.

IGN

This prominent media company specializes in gaming, film, and entertainment news for a global audience.

The details

Best Buy Ads will oversee the sale of media placements and sponsored content opportunities within the new digital hub. Users can customize their experience by identifying favorite gaming platforms and genres, creating a tailored feed of articles and videos.

Best Buy previously partnered with CNET in 2024.
The Legend of Zelda: Ocarina of Time launch occurs on November 5, 2026.
Daily sweepstakes on the portal conclude at the end of November 2026.
IGN social team will capture fan reactions during the holiday season 2026.

Culture Shift

The partnership follows the retail industry's shift toward content-led commerce models by integrating editorial media directly into the point of sale. This move capitalizes on the trend of blending entertainment consumption with e-commerce platforms to drive engagement.

Shoppers can earn a $5 bonus reward by signing up for a profile on the new portal. Additionally, fans can participate in a daily sweepstakes on the site throughout November and attend special events like the Brooklyn pop-up.

The takeaway

Gamers visiting the portal can utilize personalized feeds to stay updated on content relevant to their preferred platforms. The current beta phase offers immediate financial incentives, including a bonus reward for new users.

What happens next

Best Buy will host a late-night store opening for the launch of The Legend of Zelda: Ocarina of Time on November 5, 2026, and a League of Legends pop-up event in Brooklyn.