WebProNews

Video site Metacafe has launched a new video games hub featuring trailers, reviews, news, interviews and walkthroughs for popular video game releases.

"Online video is increasingly a primary source of entertainment for today's consumers, so it's important we showcase content in key entertainment categories - such as video games - about which people are passionate," said Erick Hachenburg, CEO of Metacafe.

"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."

EA is the initial sponsor for the video games hub, promoting its new racing game "Need for Speed Shift."  The campaign includes prominent exposure within the hub, an interactive home page skin, and a combination of custom and standard media across the site.

"Closely aligning with premium video game content and reaching our target consumers when and where they're engrossed in the entertainment experience is central to our marketing strategy," said Tabitha Hayes, Director of Marketing for EA.

"Teaming with Metacafe as the charter sponsor of its new Video Games hub is an effective and efficient way for us to build further awareness for Need for Speed Shift."

Content partners include IGN and GamePro. Additional content and new content partners will be integrated into the hub in the coming weeks and months.

Metacafe said it will promote its video games hub across the site so users can find the entertainment content they are looking for and provide brand extension for its hub sponsors.

Metacafe's other recently launched hubs include TV Clips, Movie Trailers, Music Videos and Sports Highlights.