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IPC Ignite has re-launched casual gaming site Mousebreaker.co.uk with a focus towards developing increased brand advertising opportunities.
The men's lifestyle and music division of IPC Media acquired the site in June 2008 and has now redesigned the site with improved functionality, categorisation and promotion of games and more visible opportunities for clients to virally seed games to the audience.
Mousebreaker.co.uk has also rolled out new ad formats, including a partnership with online video ad specialist InSkin Media that allows ad messages to be delivered while users pause games.
Andrew Sanders, digital advertisement director at IPC Ignite, says, "The Mousebreaker user already spends over two hours each week on the site across three visits. Response to advertising is high and to date everyone who has tested the site has returned with a repeat booking."