Best Buy launches Best Buy Gamers hub in partnership with IGN

Best Buy has launched Best Buy Gamers, a free digital hub available in beta on its website and mobile app. Developed in partnership with IGN, the platform integrates IGN reviews, videos, trailers, and polls to engage gaming audiences.

The initiative encourages users to build detailed gaming profiles, including owned platforms and preferred genres. This strategy aims to capture consumer data and maintain audience engagement as physical game sales represent a shrinking portion of the total gaming market. According to Circana data, Americans spent $32.16 billion on game content through the first eight months of 2026, with only $738 million dedicated to new physical games.

Beyond the digital hub, the partnership includes a joint series titled ‘Out This Month’ and upcoming in-store events. Best Buy is also establishing a dedicated gaming space at its Torrance, California, location to host events alongside IGN.