By Evan DeSimone
Snapchat is putting its Discover media partnership feature front and center once again with the announcement today that it is adding IGN, Mashable, and Tastemade as content partners.
The three brands will join Snapchat’s growing newtwork of media partners, which currently includes Buzzfeed, ESPN, The Daily Mail, Cosmopolitan, Comedy Central, CNN, People, National Geographic, Vice and iHeartRadio. Discover partners have the ability to deliver custom graphical, text, and video content directly to Snapchat’s growing user base, which reportedly exceeds 100 million individuals.
The three new partners will each furnish content to fill specific verticals within Discover. Mashable will be responsible for creating tech and lifestyle content, IGN’s Discover channel will focus primarily on gaming, while former MCN Tastemade will take charge of food and travel. Editors from each publication will be responsible for curating or creating content for their Discover platform.
The news comes on the heels of two key hires for Snapchat. The messaging service turned media platform last week brought on Fullscreen alum James Veraldi to head strategy and partnerships for Discover and its related features. More tellingly, Snapchat has also hired former Mattel exec Drew Vollero to serve as SVP of finance. Vollero, who is currently serving as Snapchat’s acting CFO, will be responsible for growing the company’s revenue in advance of an anticipated IPO.