The appeal will be for advertisers wanting to target the 18- to 34-year-old men who frequent IGN's sites, particularly the network of videogame-related sites including GameSpy, TeamXbox and FilePlanet.
Richard Jalichandra, IGN Entertainment's vice-president of business development, said: "By launching UK ad operations, IGN will be able to provide advertisers there with a direct connection with the 18- to 34-year-old male demographic unlike anything previously available."
IGN Entertainment was acquired by News Corporation in September last year for $650m. News Corporation owns Fox Interactive Media and Times Newspapers, which is where the UK sales team will be based.
Ian Clark, advertisement director at Times Newspapers, said: "The Times, the Sunday Times and Times Online already offer excellent cross-platform marketing opportunities and our partnership with IGN serves to build on this offering."
The acquisition of IGN was part of digital buying spree for News Corp that also saw it snap up the better known community website Myspace.com for $580m.
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