Walmart-backed gaming site lays off entire editorial staff
Restart's former editor-in-chief confirmed the 'entire editorial team' has been let go.
1Restart's sudden shutdown
Gaming media site Restart, backed by Walmart, was launched in late 2024. Operated by content marketing agency Moonrock, the site laid off its 'entire editorial team.' Former editor-in-chief Brandy Berthelson announced the situation in a social media post on Friday. Other employees also confirmed their layoffs through similar posts.
2Walmart's role
Although Restart was 'powered by Walmart,' the site claimed to maintain independent editorial control. Purchase links for games redirected traffic to Walmart, but the site didn't earn commissions from these sales. This model resembled GameStop's approach with Game Informer. The hybrid content-commerce strategy aimed to blend journalism with retail.
3Industry parallels
Months before Restart's launch, GameStop had shut down Game Informer, though it later revived under new ownership. It remains unclear whether Restart will follow a similar path. Such abrupt closures and restructurings are becoming increasingly common in game media. The volatility raises questions about sustainability in niche publishing.
4Employee situation
Berthelson stated she couldn't discuss layoff details. A former employee confirmed to The Verge they signed a severance agreement with Moonrock. The number of affected staff and compensation amounts remain undisclosed. Mass layoffs have become a growing trend across digital media, reflecting broader industry pressures.
5Site's future
Despite the layoffs, Restart's website remains accessible. It's unclear whether Walmart and Moonrock will shutter operations or pursue alternative strategies. Neither company responded to comment requests. This development casts doubt on the viability of brand-sponsored content ventures in competitive media landscapes.
6Content marketing models
Restart was designed as a content marketing channel for Walmart. Unlike traditional ads, the model involved brand funding without direct editorial interference, aiming for organic consumer engagement. However, the layoffs highlight financial vulnerabilities in such hybrid approaches. The incident may prompt reevaluation of similar branded content initiatives.
7State of game media
The game media industry has undergone significant transformation in recent years. Traditional publishing models are giving way to brand-backed content and independent platforms. Restart's closure exemplifies challenges in this transition, particularly regarding big retailers' media ventures. Questions persist about long-term viability in this evolving ecosystem.
8Industry implications
Restart's abrupt shutdown exposes risks in brand-sponsored content initiatives. Despite claims of editorial independence, withdrawal of financial support can halt operations entirely. This event underscores instability in game media and may prompt more sustainable business models. Future ventures will need clearer paths to profitability beyond corporate backing.
Original article: The Verge — Walmart destekli oyun sitesi tüm editör kadrosunu çıkardı