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Snapchat’s Discover platform is growing: Mashable, IGN and Tastemade will be added to Discover Thursday, where they will be joining a dozen other publishers, including CNN, Buzzfeed and Vice.

Mashable wants to bring tech and lifestyle content to its Snapchat Discover channel, which is being programmed by editors of the online magazine as well as the company’s own emerging tech R&D group, the recently launched Mashable Collective.

“Mashable is very excited to be joining Snapchat Discover, which we believe is a unique storytelling format that puts the narrative first and allows for an exciting mix of videos, shareable interactives, animations, illustrations and articles like nothing else in digital storytelling,” said Mashable’s chief marketing officer Stacy Martinet.

Tastemade, which began as a food-focused MCN on YouTube and has since expanded across a number of platforms, is producing original food and travel content for Snapchat. The company said Wednesday that it had secured Coca Cola as a launch sponsor for its Discover channel.

Finally, IGN is tasked with bringing more gaming content to Snapchat, and will have Universal Pictures as a launch sponsor, according to Recode.

Snapchat launched Discover in January as a way for media partners to distribute mobile-optimized content on the messaging platform. Discover has since become a major contributor to Snapchat’s revenue, with the company projecting that it will generate $50 million through advertising this year.

On Tuesday, news broke that Snapchat has hired a new SVP of finance to further grow its revenue and get the company in shape for a public offering.