Why the publisher of Nintendo Life is launching a new PC gaming site

Hookshot, the media publisher behind Nintendo Life, has launched Steam Hype, a new PC-focused outlet dedicated to Steam games and Valve’s expanding hardware range. The site joins Hookshot’s existing portfolio, which includes Nintendo Life, Push Square, Pure Xbox, and Time Extension, completing its platform lineup. The announcement follows a challenging period for games media, marked by layoffs and closures at outlets like Paste Games and Restart. Hookshot CEO Dickens emphasized the company’s independence as a key advantage, allowing expansion despite industry contraction.

Steam Hype’s mission centers on human-led curation and recommendation, aiming to spotlight the most interesting or deserving games on Steam amid a daily influx of new releases. The site will feature a monthly playlist of notable titles and a weekly list of updates and new releases. Dickens acknowledged competition with established PC gaming sites like PC Gamer and Rock Paper Shotgun but stressed the opportunity to focus on indie and discovery content. The site will prioritize Steam but may occasionally cover other platforms like Itch.

The site will be overseen by Hookshot co-founder and editorial director Damien McFerran, with editorial led by indie game writer Dominic Tarason, a contributor to PC Gamer and Rock Paper Shotgun. Noah McFerran will serve as junior staff writer. Funding will come from advertising, managed by IGN Entertainment, and a reader-funded supporter program offering ad-free browsing. The team has not consulted Valve about the site but believes its focus will attract a dedicated audience.

Hookshot’s goal for Steam Hype is break-even within a year, with a focus on organic audience growth through its existing sites, partners, and social media presence. Dickens highlighted the company’s resilience amid industry challenges, citing strong performance from its retro brand Time Extension and growth on Pure Xbox. The team aims to establish Steam Hype as a trusted source for discovering new games, with the Steam Hype Playlist potentially becoming a badge of honor for developers.