Web-only e-retailer Newegg Inc. has added “publisher” to its resume. The consumer electronics merchant has launched GameCrate.com, a content site aimed at gamers. The site contains “feature news, reviews, interview and behind-the-scenes features on popular and below-the-radar games and hardware,” according to the site. It also includes a feed of “hot deals,” product offers that link visitors back to Newegg.com to complete a purchase.

Soren Mills, Newegg North America chief marketing officer, says gamers make up a sizable part of Newegg’s customer base and it expects to see a rise in the sales of game-related products as a result of the GameCrate effort. “[Gamers] are huge consumers of content. It made sense to kick off content verticals with this category,” Mills says.

An editorial team of Newegg staffers are producing the content, which Mills expects both to grow and supplement with articles produced by freelancers. Mills declined to say how many staffers are dedicated to producing site content but characterized the team size as “modest.”

Mills previewed the GameCrate’s features during his presentation at the IRCE Focus: Web Design + Mobile Commerce conference in Orlando, FL, last month. At the time, the working name for the site was GameBase, but the Newegg team ultimately went with GameCrate.com because crates are a common element in video games.

Mills says Newegg will be promoting GameCrate.com at gaming-related events, through Newegg.com and through social media channels. Visitors to Newegg.com can also click to GameCrate.com from a tab at the top of each web page.

Newegg is No. 14 in the Internet Retailer 2013 Top 500 Guide.