IGN Entertainment unveils Imagine

IGN Entertainment has introduced Imagine, a new analytics platform designed to harness cultural insights by utilizing cognitive AI for audience analysis and targeting. The platform was initially released in beta last week, with a complete rollout anticipated by early 2026.

Imagine is composed of two primary parts: Imagine+ and Imagine Audience. Imagine+ gathers audience data from IGN Entertainment's diverse brands to generate 'culture maps', offering comprehensive insights on how entertainment is consumed. An example of this is observing overlaps in audiences for specific movies or video games.

The data for these insights comes from IGN Entertainment properties, including GamesIndustry.biz, as well as other ventures owned by its parent company Ziff Davis. With a global audience of around 500 million across both digital platforms and social media, their reach is extensive.

Imagine Audience then applies cognitive AI to construct, authenticate, and determine the scope of specific audience groups, enabling precise targeting efforts for marketing initiatives.

One of the platform’s strengths lies in its real-time capabilities. By evaluating traffic to various game assistance pages within the IGN network, Imagine can identify which games are popular at any specific time.

Karl Stewart, SVP of marketing at IGN Entertainment, commented in a press release, "Cultural intelligence without action is just noise. Artificial intelligence without culture is just automation. Imagine merges these concepts, combining cultural intelligence with cognitive AI that comprehends, rationalizes, and adapts for more effective campaigns."

He concluded, "This platform is crafted for marketers who aim to engage with fans in real-time, ensuring they're keeping pace with their audience."