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Walmart has launched Restart, a gaming website established by Moonrock, a marketing company for brands targeting the gaming media sector. Restart intends to offer non-affiliated gaming content along with Walmart store promotions; it brings a different model of harmonizing media and retail approaches.
Despite being sponsored by Walmart, Restart positions itself as independent. According to its editorial mission, it is an affiliated site, and the links to Walmart have no direct earnings for Restart. However, such links help Walmart trace consumers’ behavior without influencing the editorial content.
This operational structure resembles the ones fixed in other gaming platforms historically associated with corporate entities. For instance, GameStop once owned Game Informer whereas companies like IGN and Polygon have for a long time relied on affiliate marketing and sponsored content to support their business. Restart also has a corporate sponsor which guarantees its financial security. This allows Restart to proclaim editorial independence due to unfavorable conditions of the media landscape.
Restart’s editor-in-chief, stated that “Walmart doesn’t influence our editorial direction,” said Brandy Berthelson. The platform aims at being an authoritative destination for gaming reviews and suggestions, a place that is uniquely suited for pairing gaming content with shopping experiences.
Restart’s launch occurs during a severe reduction in gaming media. Even reputable companies like Game Informer and website giants like GamesIndustry.biz have faced layoffs and restructuring. Ziff Davis, IGN’s parent company, recently acquired Eurogamer, Rock, Paper, Shotgun, and VG247 and then cut more staff.
Moonrock, the agency behind Restart, highlighted the site's dual purpose: supplying gaming content while connecting readers to Walmart's purchasing platforms. In its recent statement, Moonrock defined Restart as a ‘’dynamic hub’’ between discovery and commerce.
As traditional ad revenue models start to stagnate, this kind of sponsorship offers Restart the financial support it needs. However, it also raises the same concerns about maintaining a clear divide between content creation and corporate interests that the media industry struggles with.
