endorsed Sega Magazine. During this period, Rignall appeared regularly on TV as a games reviewer on the British TV programme GamesMaster, and made numerous appearances on BBC Television and BBC Radio as an industry commentator and field expert. 1994–1997: US software development In 1994, Rignall transitioned from magazine publishing to software development, joining Virgin Interactive Entertainment in Irvine, California. As vice-president of design, he was responsible for product design and licensing acquisitions from other game developers and publishers. While at Virgin, Rignall contributed to such titles as Agile Warrior F-111X, NanoTek Warrior, The Lion King, The Jungle Book and the highly anticipated, but never published, Thrill Kill. 1997–2002: IGN expansion In 1997, Rignall left Virgin and moved to San Francisco, California, to join the Imagine Games Network (IGN). As editorial director, he led the expansion of the online network guiding it to its market leadership position. In 2001, IGN was awarded a People's Voice Webby Award. The editorial tone and style Rignall helped establish in IGN's early years still continue to this day. 2002–2007: Online retailing and marketing During 2002, Rignall shifted from the games business into online retailing and marketing. He became editorial director at Walmart.com responsible for the content of the world's biggest retailer's online presence. Rignall has stated that he did not enjoy the experience but "did learn an unbelievable amount from [it]." In 2004, Rignall moved to Haggin Marketing, a San Francisco advertising agency where he created print advertisements and other marketing vehicles for Dell, Inc. In 2006, Rignall became the vice-president and editorial creative director with Bank of America's user-centred design and research division where he developed consumer, business and marketing content for the company's 22 million website customers. 2007–2010: Future Plus Custom Publishing In August 2007, Rignall rejoined Future US (formerly Imagine Media) to help launch the US branch of their UK-based custom publishing division, Future Plus. He spent three years at Future Plus creating consumer content solutions for Fortune 500 companies such as Best Buy, Kmart, Apple, Blizzard-Activision, Toys "R" Us and Research in Motion/BlackBerry. Future US's custom content portfolio included publications like Best Buys @gamer magazine and Blizzard Entertainment's World of Warcraft: The Magazine. In 2008, Future Plus was awarded a Pearl "Gold" Award by the Custom Publishing Council for its Guide 2 Gaming produced on behalf of Best Buy. 2010–2011: GamePro Media On 8 November 2010, GamePro Media appointed Rignall as