Founded by the William Morris Agency in mid-2007, Giant Realm's core network of some 30 publisher sites revolve around the booming world of video gaming.
"Giant Realm is no longer synonymous with just video gaming, and we're starting to reach a critical mass in the entertainment lifestyle sector," said Keith Kane, co-founder and SVP of sales and marketing at Giant Realm. "We're looking for highly engaged communities, and movie and TV fans are a natural extension for gaming audiences."
The four new sites are Always Watching, Geeks of Doom, Megatonik and RockPaperShotgun.
GeeksOfDoom.com covers all things entertainment, from movies, video games and television to music and comic books. AlwaysWatching.org is a film and television fan site featuring film and TV news, reviews, as well as rants on a variety of entertainment topics. Megatonik.com and RockPaperShotgun.com, meanwhile are both full-fledged gaming sites.
Combined, the four sites add about half a million visitors a month to Giant Realm's existing monthly audience of about 19 million monthly visitors.
In March, Giant Realm snagged $3.5 million in financing, led by Comcast Interactive Capital. Existing investor Edison Venture Fund also participated in the round. Giant Realm has been using the capital to further build out the www.GiantRealm.com Web site, bulk up its sales and marketing teams, and incorporate more publishers into the network.
Giant Realm's core audience is males ages 16-34, and the network attracted more than 3.7 million monthly unique visitors in January, per comScore. Ad partners have included Scion, NBC and Microsoft. One of the company's most recent campaigns was for ConAgra Foods' Slim Jim brand.
The new sites coming on board fit the Giant Realm criteria of being "best-in-class" in regard to delivering authentic content, a trusted community of like-minded young men, and the ability to provide engaging "beyond the banner" experiences for marketers, according to Kane.
"It's about authenticity for these guys when it comes to their entertainment passion points, and for that reason, they're spending more of their time on sites like ours, sites with trusted content and a community of their peers," Kane said. "What this means for marketers is that they can now reach these fragmented audiences, with scale, through Giant Realm."