Why the writer of Nintendo Life is launching a brand new PC gaming website

Games media writer Hookshot has launched Steam Hype, a brand new PC-focused media outlet. It is the fifth website launched by Hookshot – by which GamesIndustry.biz dad or mum IGN Entertainment holds a minority stake by way of its acquisition of Gamer Network – and completes the agency’s platform lineup alongside Nintendo Life, Push Square, Pure Xbox, and retro model Time Extension.

The announcement comes three months after the debut of Respec, additionally launched by veteran UK operators, however amid a protracted downturn within the media enterprise usually and in video games particularly, which solely final month noticed Paste Games shuttered and the Walmart-backed outlet Restart laying off its entire editorial team alongside a gradual drumbeat of employees cuts at different retailers. Hookshot CEO Dickens says the agency’s independence – much like Respec dad or mum Double Black – means it has the room to increase whereas others contract.

“One of the benefits of still being (majority) independently owned is that we’re not beholden to shareholders and their insatiable appetite for year-on-year growth,” he tells GamesIndustry.biz. “Whilst games media websites are indeed in a contraction phase, that doesn’t mean we can’t adapt and continue our successes.”

Steam Hype has the guiding mantra of “What’s Hot? & What’s Next on Steam?” Dickens says which means that “human-led curation and recommendation will be mission-critical for us. Aside from AAA games, a perpetual avalanche of games is released on Steam daily, and our purpose is to spotlight the ones we think are most interesting or deserving of your time.” This features a monthly playlist of worthy new titles and a weekly list of notable updates and new releases.

The focus is, because the title makes clear, Steam: mainly video games, but in addition Valve’s increasing {hardware} vary. Dickens says the location can be “foolish to compete directly” with established PC gaming websites like PC Gamer and GI sibling Rock Paper Shotgun, however that Hookshot believes “there is room for a more games-focused publication that leans more toward indie and discovery.”

“PC gaming has always been our blind spot, for one reason or another,” he says. “The question often still comes up, though: ‘Why don’t you guys do a PC site?’, and we’re finally answering it. In our opinion, the PC gaming scene has never had it better; the sheer amount of interesting games has never been higher, and the barrier to entry has never been lower.”

The website will likely be overseen by Hookshot co-founder and editorial director Damien McFerran, whereas editorial will likely be spearheaded by indie sport author and influencer Dominic Tarason, who has been an everyday contributor to PC Gamer and Rock Paper Shotgun. Noah McFerran will function junior employees author. It will likely be advertising-funded – with gross sales dealt with by IGN Entertainment – but in addition supported by the reader-funded supporter program used on Hookshot’s different websites, which provides customers ad-free shopping.

The age of Steam

Steam Hype is open to overlaying releases on different platforms, says Dickens, however the overwhelming majority of protection will likely be video games on Valve’s platform. “There are some great games on Itch, and of course we’ll step into that area occasionally; however, we want to keep the focus on Steam and see how that goes.” The crew has not spoken to Valve in regards to the website.

While the PC being an open platform means the location has a much less well-defined viewers than Hookshot’s different manufacturers, Dickens believes its focus will carry like-minded gamers collectively. “With PC games it’s hard not to take a more holistic outlook, though,” he says. “You might see a year’s big releases in a single Nintendo Direct, but there are dozens of PC and indie-focused showcases happening every year, and they still only cover the top 5-10% of the iceberg on Steam alone. Another way of looking at it is that Valve has just released Steam Machine and also has Steam Deck, so in that respect, is it that different from our console sites? We’ve just got a lot more choice of games to cover.”

The website’s present precedence is constructing an viewers, a course of Dickens says will likely be mainly natural and spearheaded by “our other websites, partners and friends” alongside the crew’s sizable social media following. The agency may also be cross-posting related Steam Hype articles to its different websites; all Hookshot’s websites share the identical CMS, which Dickens says has proved significantly helpful for rising the viewers of its retro model Time Extension, launched in 2022.

That website is now effectively established, and Dickens says the Hookshot enterprise is doing effectively regardless of the well-publicised downturn within the media panorama, helped by the launch of Nintendo Switch 2. “It’s been a decent couple of years for us,” he says. “Whilst we have certainly seen some of the same traffic reduction that has been reported as widespread, it seems to have been less severe for us.”

“We’re fortunate to have IGN Entertainment representing our sites commercially, and they’ve done a great job, which lets us focus on making the best content possible for our audiences.”

He says that the long run is wanting vivid for Nintendo platforms, whereas “PlayStation has been in a slightly weird place this year, and recent discourse towards the brand has been quite something to witness. It’ll be interesting to see how this all pans out.” Meanwhile the agency has seen “really solid growth” on Pure Xbox in 2026.

“It’s really tough out there for both games media and game development, but we’re in it for the long haul.”Anthony Dickens

As for Steam Hype, “the goal for any new venture is break-even; if we can reach that within a year, that would be amazing. Beyond establishing the brand and what it stands for, we know we need to earn the right to exist.” He’s hopeful that inclusion in regulars just like the Steam Hype Playlist will turn out to be “a real badge of honour” for builders in addition to a staring level for gamers in search of their subsequent sport.

“We also think that there’s an audience hungry for Steam Hype’s particular brand of games journalism,” he says. “We’re generally not here to repeat to you what was in the latest big trailer showcase. We’re here to tell you what’s out and available to play now, and why it’s interesting.”

With 16 years of expertise working video games media manufacturers beneath their belt, the Hookshot crew is beneath no illusions as to how arduous it’s to launch a brand new website, however Dickens says they’re “excited for the challenge.”

“It’s really tough out there for both games media and game development, but we’re in it for the long haul.”