It seems another gaming outlet has bitten the dust — in this case, the gaming part of The A.V. Club, which at various points has been part of Paste Magazine, a standalone site called Endless Mode and perhaps some other incarnations before that. (And no, I will never call them a "vertical"; we all took the piss out of Polygon being called a "vertical" when it was first announced and I have no intention of stopping now.)
At this point, I'm not even surprised any more. The broad concept that is "the video games media" is almost completely gutted at this point, with only a few sites still holding on. IGN and Gamespot still exist; Polygon still (kind of) exists; smaller, platform-centric sites like Push Square and NintendoLife still exist; and Kotaku has come back from the "dead" more times than I can count at this point.
I find myself pondering a few things about the whole situation. First of all, given that gaming is bigger than ever, how on Earth are we unable to sustain a specialist media sector focusing on it? Someone on Bluesky suggested it was because a significant number of the people who "play games" are little more than "content consumers", just "consuming" the latest thing that comes along and then banishing it from their mind; not taking the medium seriously as an art form, in other words. There's certainly an element of that, but I don't buy that it's a satisfactory explanation for what has been going on with the media over the course of the last few years.
Perhaps it's some sites discovering that certain "types" of games journalism just don't work? Those of you of a certain age will probably remember discussions over "New Games Journalism" and the question of whether we would ever have a "Lester Bangs of Games Journalism". These discussions were happening back in the late '00s, and centred around the idea of games journalism and criticism in particular moving away from the bog-standard news, preview, review, guide format in favour of something that was more… experiential, I guess you'd call it. Treating games more akin to how literary and artistic criticism treats other, more well-established art forms. "Telling the stories of the people behind the games", all that sort of thing. Things that look like they might be admirable when you look at them as part of a mission statement.
Thing is, I'm not sure that's what the readers want. The one thing you might notice about all the sites that have managed to survive for decades at this point is that they are, for the most part, still beholden to the same old news, preview, review, guide cycle that has been in place since the days of print. And my theory is that this is, as stale as it might be, what people still want from games journalism. "The stories of the people behind your favourite games" can be interesting, but when all a lot of people want to know is whether or not Pragmata is any good, I feel like those articles — which often take a hell of a lot of research, networking and general access to their subjects — may not be entirely sustainable, particularly on a site that needs to keep the lights on through ad revenue.
I'm not saying this is a particularly desirable situation. The overreliance on ads has lead to the "guideslop" era we're in at the moment, where every game that looks even vaguely likely to attract a few clicks gets three thousand pieces of "guide content", each one focusing on a single hyper-specific thing about the game in question, rather than a single, quality, well-crafted walkthrough. This is a load of old shit; there are a lot of writers who could be doing much more interesting work stuck on the guides beat, and I'm very much willing to bet they are some of the hardest working but lowest paid people in the business.
But I think back to old games magazines and why I enjoy reading them, and it's because each of them captures a moment in time. Times when we were excited for games that we knew the name of, but very little else about besides a couple of tiny, fuzzy screenshots; I think some mags got pretty much a full year of news stories out of two "Zelda 64" screenshots back in the day. Times when we were excited for the new possibilities that seemingly mind-blowing new platforms would offer us — and then the crushing disappointment when they turned out to not be that good after all. (Philips CD-i and 3DO say hello.) Times when an amazing new game would be the cover star of a magazine and turn out to be even better than we had ever hoped for — or in some cases, catastrophically bad.
I'm not sure sites writing about labour conditions in the industry, unions and quarterly financial results are really what gaming enthusiasts want from the press that supposedly represents them. I know it's certainly not what I'm particularly interested in.
I don't really read any gaming sites any more, and I often ask myself why that is. There are still quite a few out there doing good work, and there's a decent amount of diversity in the types of coverage out there, still… at the moment, anyway. I'm just not sure some of it is sustainable in the long term, and I wonder if a desire to focus on that unsustainable stuff just because it seems like "the right thing to do" — which it very much is in many cases — is what has got the games media as a whole into the messy position it's in today.
So what's the answer? I have no idea, really. In my ideal world, we'd go back to reading magazines every month, but despite the fact some magazines do still exist in print — I recently resubscribed to Retro Gamer, for one — it seems that is perceived as even more unsustainable than everything I've described above.
As someone who, as a young 'un, wanted nothing more than to follow his brother's footsteps into video games media, it's extremely sad to see all this happen. But I'm also kind of glad that I'm no longer directly in that space, because it seems like a hell of a bad time to be a video game specialist writer right now.
Want to read my thoughts on various video games, visual novels and other popular culture things? Stop by MoeGamer.net, my site for all things fun where I am generally a lot more cheerful. And if you fancy watching some vids on classic games, drop by my YouTube channel.
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