Walmart, the largest retailer in the United States, has entered the gaming media landscape with the launch of Restart, a new website sponsored by the retail giant. The site is run by Moonrock, a marketing company specializing in bringing brands to video games, and marks a significant move into the gaming media space.

The launch of Restart comes at a time when the gaming media landscape is facing significant challenges. The industry has seen a decline in ad revenues, leading to staff departures and layoffs at several prominent gaming media outlets. Earlier this year, Ziff Davis, IGN's parent company, acquired a handful of media sites, including Eurogamer, Rock, Paper, Shotgun, and VG247, which has since led to staff departures and buyouts. The latest round of buyouts has reportedly left GamesIndustry.biz, a site that has been around for over 20 years, with only one full-time employee.

Restart's business model is not entirely new, as Game Informer magazine was previously owned and operated by GameStop, and Nintendo ran its own magazine for decades. Other websites like IGN, Polygon, and The Verge also run sponsored content and include affiliate links in articles. However, the support of deep-pocketed individuals or corporations has become increasingly necessary for survival in the current digital media landscape.

According to its editorial mission, Restart operates as an independent site, despite being sponsored by Walmart. The site's articles will feature affiliate links to Walmart products, but the site itself will not receive a portion of the sale. This, according to the mission statement, gives the site "zero incentive to provide biased review scores or other information about a game." However, the line between corporate interests and editorial independence has become increasingly blurred in the gaming media industry, raising concerns about the potential for biased content.

Moonrock's post on its Substack outlines the driving ethos behind Restart, which is to "serve 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." This raises questions about the site's primary goal, which appears to be driving sales rather than providing thoughtful discussion and critique.

The launch of Restart has significant implications for the gaming media industry, which is already grappling with the challenges of maintaining editorial independence in the face of corporate influence. As the industry continues to evolve, it remains to be seen how Restart will navigate these challenges and whether it will be able to maintain its independence despite being sponsored by a major retailer.

Ultimately, the success of Restart will depend on its ability to balance its corporate interests with its editorial mission. If the site is able to provide high-quality, unbiased content that resonates with gamers, it may be able to establish itself as a credible player in the gaming media landscape. However, if it fails to maintain its independence, it risks becoming just another example of the blurring of lines between corporate interests and editorial content.