Video site Metacafe has launched a video games hub featuring trailers, reviews, news, interviews and walkthroughs for major video game releases. The new section is the latest in a series of verticals the company has added around movie trailers, sports highlights, TV clips and music videos.
"We've developed our new hub to make it easy for viewers to find the freshest, most compelling game-related videos, which creates valuable opportunities for advertisers who want to reach them," said Metacafe CEO Erick Hachenburg in a statement.
The video games hub is sponsored at launch by EA's" Need for Speed SHIFT" car racing game, which hit store shelves today, and initial content partners include IGN and GamePro. More content providers will be added in the coming weeks, and the company will promote the new video games offering across its site.
Metacafe has shifted over time from a reliance on user-submitted material to emphasizing professional content. The focused sections introduced earlier this year are aimed at attracting lucrative sponsorships and targeted advertising.
The company indicates that the strategy has paid off with a 25% quarterly gain in revenue. (It does not disclose actual figures.) Notwithstanding YouTube's dominance, Metacafe has also continued to expand its audience. As of July, the site had 12 million unique visitors -- up 67% from the year-earlier period, according to comScore. Worldwide, its audience hit 50 million, up 46%.