The gaming media landscape is evolving with the launch of Restart, a new website sponsored by Walmart. Operated by marketing firm Moonrock, Restart focuses on game reviews, recommendations, and interviews, while also featuring affiliate links to products on Walmart’s platform. Restart emerges amid significant downsizing in the gaming media sector, where publications are closing and layoffs are frequent.
Restart launches as independent gaming media site amid industry decline
As just one example of the current state of games media, GamesIndustry.biz has reportedly been left with only one full-time employee following recent layoffs and buyouts. This decline is mirrored across the industry, as major companies like Ziff Davis have acquired media sites, further consolidating the landscape. Restart aims to fill some of the void left by these closures, offering content tailored to gamers with a focus on independent editorial practices, despite Walmart’s sponsorship.
Restart’s mission statement asserts, “Restart is sponsored by Walmart, but we operate as an independent site.” This independence is positioned as a critical feature, allowing for unbiased reviews and insights. The site maintains that while it will incorporate affiliate links, it does not receive commissions from sales generated through those links. This is a notable distinction, aimed at assuring readers of the site’s journalistic integrity. Frank Barbieri, Walmart’s VP of content and digital, emphasized the retailer’s commitment to engaging with the gaming community by providing products and solutions relevant to gamers.
Restart’s content approach and operations
Restart’s content strategy includes integrating written articles with social media and video content to create a dynamic user experience. Moonrock claims the editorial team collectively possesses over 40 years of industry experience, which aims to bolster the quality of content provided on the site. Articles will include game reviews and spotlight interviews, providing gamers with comprehensive insights into the industry. This approach seeks to combine product discovery with trusted gaming content, promoting a seamless transition from reading to purchasing.
Walmart has previously ventured into the gaming sector, notably collaborating with Roblox to develop an e-commerce platform. Restart is described as a hub where gaming content meets retail opportunities, emphasizing Walmart’s broader goal of fostering community engagement beyond mere sales. John Benyamine, CEO of Moonrock, highlighted the aim to produce content that resonates with gamers, noting, “We created Restart.run to bring gamers the kind of content they can really trust—thoughtful reviews, real insights, and stories that actually matter to players.”
The development of Restart represents a broader trend towards brand involvement in media content, a strategy not without examples in the gaming industry. Previous iterations of this model include Game Informer, which was owned by GameStop until its closure earlier this year. Other notable gaming publications, like IGN and Polygon, have adopted similar affiliate marketing approaches, showcasing how essential corporate sponsorship has become in sustaining digital media outlets.
Featured image credit: Restart
