Best Buy is piloting an online gaming hub, teaming up with IGN to offer customers a more personalized experience for gaming content and discovery.

Chief revenue officer Patrick McGinnis said the platform aims to explore new ways to reach consumers, particularly gamers.

“For many, gaming isn’t just about playing,” said McGinnis. “Best Buy Gamers is another way to bring fans closer to the culture they love, from the lead-up to launch day to the hours spent playing at home.”

The platform includes gaming content from IGN, personalized profiles based on users’ preferred platforms and genres, and access to in-store gaming experiences and events.

Beginning next month, gamers will be able to visit a dedicated ‘Best Buy Gamers’ experience at the retailer’s store in Torrance, California, where they can play new titles, receive expert tips, and attend events hosted in partnership with IGN.

The platform will feature updates on gaming events, including in-store events tied to the launch of The Legend of Zelda: Ocarina of Time and a League of Legends pop-up with Alienware and Team Liquid at Best Buy’s Brooklyn store.

Customers can also explore gaming products, access deals, and exclusive offers through My Best Buy Plus and My Best Buy Total memberships.

As gamers share feedback during the beta test, Best Buy says it will continue adding features, content, and benefits.

• Further reading: US powers Best Buy’s growth as international segment tumbles.