This is some sort of exclusive banner for the site IGN, where the banner is used to link with the background image of the site. Although after scrolling down the two become separate. This is a very good way to advertise a game on a game website. It's attractive, unique and interesting.
A bad point about this might be when you scroll down, the advertisement and the background are now longer align, while this is may ruin the idea of those two working together, it shows how the two are actually separate and work together to create the illusion it's all the same one image.
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