In a move that has left many in the gaming community wondering about the future of journalism and editorial independence, Walmart has partnered with Moonrock, a marketing company specializing in bringing brands to video games, to launch Restart, a new website dedicated to covering the latest news, reviews, and features from the world of gaming.
While it may seem counterintuitive for a retail giant like Walmart to be involved in creating content for gamers, the reality is that the games media landscape has become increasingly challenging over the years. With publications shutting down left and right, ad revenues dwindling, and existing sites operating with skeleton crews, the need for innovative business models has never been more pressing.
The Challenges Facing Games Media Today
In recent months, we’ve seen several high-profile publications face significant challenges. Eurogamer, one of the most respected names in gaming journalism, was acquired by Ziff Davis earlier this year, following a series of staff departures and layoffs. Even GamesIndustry.biz, a site that’s been around for over 20 years, has been left with only one full-time employee after a recent round of buyouts.
This trend is not unique to the games industry. The digital media landscape as a whole has become increasingly competitive, with many publications struggling to stay afloat in a world where online advertising revenue is drying up. In this environment, it’s no wonder that companies like Walmart are seeking new ways to engage with their customers and promote their products.
The Business Model of Restart
So what sets Restart apart from other sites? According to its editorial mission statement, the site operates as an independent entity, despite being sponsored by Walmart. This means that while articles may feature affiliate links to Walmart products, the site itself will not receive any portion of the sale. In theory, this should eliminate any potential conflicts of interest and allow Restart to maintain its independence.
However, some have raised concerns about the potential for bias in coverage, particularly given the close relationship between Restart and its sponsor. The site’s mission statement addresses these concerns directly: "We hope you can see that this gives us zero incentive to provide biased review scores or other information about a game."
While it’s reassuring to see Restart acknowledging these concerns, the fact remains that the wall between corporate interests and editorial independence has become perilously thin in the world of games media. Many sites now prioritize monetization over quality content, often sacrificing thoughtful discussion and critique for the sake of generating ad revenue.
A Shift Away from Quality Content
In a post on its Substack, Moonrock outlines the driving ethos behind Restart: "The restart.run serves as a dynamic hub where gaming content meets retail opportunities, allowing gamers to transition effortlessly from discovering new games to purchasing them on Walmart’s platform." While this may seem like a clever way to drive sales, it also raises concerns about the type of content that will be produced by Restart.
Will the site focus on providing in-depth reviews and analysis, or will it prioritize promoting specific products and services? The answer is not yet clear, but one thing is certain: Restart has entered a media landscape where quality content is increasingly seen as secondary to monetization.
Conclusion
The launch of Restart marks an interesting development in the world of games media. While it’s understandable that companies like Walmart are seeking new ways to engage with their customers, the close relationship between Restart and its sponsor raises concerns about editorial independence.
As we move forward, it will be essential for readers to critically evaluate the content produced by Restart and other sites in the industry. By prioritizing quality over monetization, we can ensure that games media continues to thrive as a vibrant and thought-provoking force in popular culture.
The Future of Games Media
As the gaming community continues to evolve, it’s clear that traditional business models are no longer tenable for many publications. The rise of Restart, a site sponsored by Walmart, raises questions about the future of games media and the role that corporate interests will play in shaping its content.
One thing is certain: the industry will continue to face significant challenges in the years ahead. However, with innovative business models like Restart emerging, there’s hope that we’ll see new forms of quality journalism and critique emerge in response.
References
- "Ziff Davis acquires Eurogamer, Rock, Paper, Shotgun, and VG247" (Source: Aftermath)
- "GamesIndustry.biz left with just one full-time employee after latest round of buyouts" (Source: Aftermath)
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