As the gaming media industry continues to shrink, a surprising new player has entered the field: Walmart. The retail giant has launched Restart, a gaming website operated by Moonrock, a marketing agency known for integrating brands into the gaming world. Backed by the largest retailer in the U.S., Restart aims to carve out its place in a struggling media landscape.
The Decline of Traditional Gaming Media
The gaming media sector has faced significant challenges in recent years, with publications shutting down, ad revenues drying up, and editorial teams shrinking. Major outlets now operate with skeleton crews, a reality brought into focus by recent events. Earlier this year, Ziff Davis, the parent company of IGN, acquired several gaming websites, including Eurogamer, Rock, Paper, Shotgun, and VG247. However, these acquisitions have been followed by staff departures, layoffs, and even buyout offers.
One notable example is GamesIndustry.biz, a longstanding publication that, according to a report from Aftermath, now operates with just one full-time employee. This grim reality highlights the precarious state of gaming journalism, where surviving in a competitive digital media environment often requires significant financial backing.
The Walmart Connection
At first glance, the idea of a Walmart-sponsored gaming site might not seem inherently negative, especially given the dire state of the industry. In fact, Walmart’s support could offer some much-needed stability to Restart as it establishes itself in a dwindling field.
Walmart’s involvement in gaming media is not without precedent. Historically, GameStop owned and operated Game Informer magazine, which provided in-depth coverage of the gaming industry before being shut down earlier this year. Similarly, Nintendo ran its own magazine for decades. Even current industry leaders like IGN, Polygon, and The Verge rely on sponsored content and affiliate links to sustain their operations.
In this sense, Restart follows a familiar pattern: a media outlet backed by a corporation with deep pockets. However, the connection between corporate sponsorship and editorial independence often raises questions, particularly in an industry where content is increasingly shaped by commercial interests.
The Editorial Mission
According to Restart’s mission statement, the website operates as an independent publication despite Walmart’s sponsorship. While its articles will include affiliate links to Walmart products, the site claims it does not receive any portion of the sales generated. This approach, it argues, removes any incentive to provide biased reviews or artificially inflate game scores.
The mission statement underscores this point: “Restart is sponsored by Walmart, but we operate as an independent site.” The platform seeks to assure readers that its editorial content will remain unbiased and focused on thoughtful coverage of the gaming industry.
Challenges in a Monetized Media Landscape
Despite these assurances, Restart enters a gaming media environment where the boundaries between editorial content and corporate interests are increasingly blurred. Over time, much of the industry has shifted from offering critical discussion and analysis to creating content designed primarily for monetization.
Moonrock, the agency behind Restart, openly acknowledges this commercial focus. In a Substack post, Moonrock describes Restart as a “dynamic hub where gaming content meets retail opportunities.” The post emphasizes the seamless integration of content and commerce, allowing users to discover new games and purchase them directly from Walmart’s platform.
This approach aligns with a broader trend in digital media, where financial sustainability often hinges on corporate sponsorships and e-commerce partnerships. However, it also raises questions about the potential for conflicts of interest and the dilution of editorial integrity.
Restart represents a pragmatic response to the challenges facing gaming journalism. While its affiliation with Walmart may invite skepticism, it also provides the financial backing necessary to survive in an increasingly competitive environment. The website’s commitment to editorial independence, as outlined in its mission statement, will be crucial in building trust with readers.
At the same time, Restart’s launch underscores the shifting priorities of the gaming media industry. As traditional revenue streams dwindle, publications are forced to explore new business models, often at the expense of critical analysis and in-depth reporting. Whether Restart can balance its commercial ambitions with meaningful editorial content remains to be seen.
For now, the site stands as a symbol of both the opportunities and challenges facing gaming media in 2024. Backed by Walmart’s vast resources and guided by Moonrock’s expertise, Restart has the potential to fill a void in the industry. However, its success will depend on its ability to navigate the complex relationship between content and commerce, offering readers a platform that is both informative and trustworthy.
As the gaming media landscape continues to evolve, Restart could signal the beginning of a new era—one where corporate sponsorships are not just a lifeline but a defining feature of the industry. Whether this shift ultimately benefits readers or further erodes editorial independence remains an open question.