Break Media Buys FileFront, Increasing Gamer Audience

Break Media has expanded the reach of its ad network by at least 22 percent with the acquisition of FileFront, announced by the firms earlier today.

Before picking up the video gaming editorial site, Break Media’s numerous sites targeting young men were being visited by around 27 million users, according to comScore data from January. FileFront’s network of 75 game-oriented sites adds 9 million monthly uniques and 200,000 active forum users, according to Break Media. ComScore reports a slightly lower 6 million uniques.

A spokesperson for the Los Angeles-based firm pointed out FileFront’s appeal to advertisers focused on Break Media’s core demographic of 18- to 34-year-old men. The rep cited the “additional opportunities to run integrated campaigns and engage with hardcore gamers and gaming influencers.”

Break Media advertisers have included Burger King, Levi’s, Southern Comfort, Electronic Arts, and Castrol, among others. The spokesperson added, “this is the first major acquisition for Break in the editorial-focused gaming vertical.”

Along with original articles and forums, FileFront’s content includes trailer downloads, product demos, and full games. The acquisition builds on its launch of MadeMen.com last year.

The purchase also comes on the heels of Break’s recent foray into social gaming, in the wake of the launch of “MMA FightPicker” on Jan. 25 at its martial-arts video site CagePotato.com.

CEO Keith Richman (pictured above) told Silicon Alley Insider the sale price was “in the low to mid seven figures.”