IGN Entertainment operates the Internet’s largest network of destinations for video gaming, entertainment, and community geared toward teens and 18- to 34-year-old males. The company’s properties include IGN.com, GameSpy, AskMen. com, RottenTomatoes, FilePlanet, TeamXbox, 3D Gamers, VE3D, and Direct2Drive—more than 70 community sites and a vast array of online forums. IGN Entertainment is also a leading provider of technology for online game play in video games.

Questions for Discussion
1. How did IGN dramatically increase search traffic to its Web portals?
2. What were the challenges, the proposed solution, and the obtained results?