The deal will see the launch of online Nuts and Loaded branded virtual poker rooms.
The partnership will be launched with a major marketing campaign, including display activity across both brands in print and online
PKR marketing director Simon Prodger says: “We think that the collaboration with IPC is a perfect matchup of brands. Nuts and Loaded readers fit our key demographic, and by having branded environments within our game, we offer them a unique poker experience.”
Visitors will enter a “poker room environment” fully branded with “distinctive Nuts and Loaded imagery”, with the option to personalise their poker-playing avatars with Nuts and Loaded t-shirts.
IPC recently relaunched men’s monthly magazine Loaded with new editorial content and a supporting six-figure marketing campaign.The magazine’s circulation has steadily declined in line with the market sector as a whole. The revamped title includes a redesign, new celebrity columnists such as Richard Bacon and Ross Kemp, and an expanded Loaded Fashion section.