Ziff Davis, a publisher of Computer Gaming World magazine, recently formed a partnership with Microsoft and will rebrand the magazine as Games for Windows: The Official Magazine. A companion website for the new brand will also be created under 1UPNetwork.

Microsoft will expand sales through software retailers to help promote the magazine, and will link to 1UPNetwork for Gamesforwindows.com, Folio reports (via MediaBuyerPlanner).

In Microsoft's effort to expand its Games for Windows brand, the partnership with Ziff will give Microsoft the ability to share the same Games for Windows trademark that will appear in stores this fall. Joanne Bradford, VP and chief media revenue officer for MSN Microsoft Corp., says she hopes Microsoft will be seen as a partner and not a competitor among business media companies.

In May, Ziff also partnered with ESPN, which will offer a new co-branded site called ESPN Video Games Channel, with video games for sports fans.

Partnerships have been a recent trend between publishers and technology companies to rebrand or extend their existing brands, according to the article.