Role: Show Producer / Production Lead (2019-2025)
I built IGN's Budget to Best from a single pilot episode into a tech review vertical generating 4M+ annual views and multiple revenue streams. Starting as solo producer handling all production, I scaled to leading a five-person team while transitioning into guiding visual identity, directing motion graphics and branding, and timing strategic releases to maximize audience impact and revenue as production lead.
01
THE OPPORTUNITY
IGN's audience wasn't just gamers, they were tech enthusiasts constantly upgrading their setups. Everyone knew this overlap existed, but no one had committed to serving it with dedicated content. Gaming peripherals, monitors, audio gear, streaming equipment - these were natural extensions of what our audience cared about, but IGN treated tech coverage as occasional rather than strategic. I saw an opportunity to build something that didn't exist: a consumer tech vertical that spoke directly to gamers looking to improve their experience, presented in a format that made purchase decisions clearer.
02
THE APPROACH
Rather than pitch a fully formed series and hope for budget approval, I partnered with a host to create a pilot that could prove itself. The format was straightforward: present three products across three price points (budget, mid-range, premium) so viewers could find the right fit regardless of their constraints. I handled all production - shooting, editing, delivery - while the host tested products and wrote scripts. We tied each video to IGN's existing buying guide articles, turning written recommendations into visual comparisons.
The pilot hit 50,000 views in its first day. That wasn't luck, it was timing, format, and understanding what the audience actually needed. Traditional tech reviews bury viewers in spec sheets and benchmark charts. We cut through that and showed gamers exactly how this gear would change their experience. Following episodes pulled similar numbers, proving the format had legs beyond initial curiosity.
03
SCALING IT
Once we established Budget to Best as a reliable performer averaging 100K+ views per video with some breaking 500K, I started building a team around it. Eventually I was managing five direct reports who handled various production responsibilities. I directed the visual identity: logo designs, motion graphics packages, and the overall style that made Budget to Best feel distinct from IGN's other verticals.
Strategic timing became critical. When Gran Turismo 7 launched, we released "Best Racing Wheels for Consoles & PC" and it hit over 700K views. "The Best TVs for PlayStation 5 and Xbox Series X" was a hit, releasing just before Black Friday, resulting in over 660K views.
We also implemented affiliate links, which turned videos into direct revenue generators. Our best-performing videos brought in $5K+ each through affiliate conversions. That opened doors to sponsored episodes with Intel, Chase, and NerdWallet, brands that saw Budget to Best as a direct path to an engaged, purchase-ready audience.
04
THE IMPACT
Budget to Best became one of IGN's most consistent performers during my time there, generating 4M+ annual views across the series. Most episodes landed between 100K-200K views, with standout pieces breaking 500K-700K. Beyond views, the series created a new revenue stream through both affiliate marketing and sponsorships, proving that serving audience needs well translates directly to business value.
What I learned: building something from zero requires proving viability before asking for resources. The pilot approach worked because it removed risk for leadership while giving me the freedom to define what the series would become. Once we had proof, scaling became possible.
