The Corporate Waltz: When "Independent" Gaming Journalism Isn't Really Independent

Look, I've got to be honest with you folks - today's been a head-scratcher. You know that feeling when you see something that just doesn't quite add up? That's exactly what happened when I caught wind of the latest "independent" gaming news site that's powered by... wait for it... Walmart. Yeah, that Walmart.

Let's Take a Step Back

For those who might not be familiar with Walmart's track record, we're talking about the retail giant that's become synonymous with pushing small businesses to the brink. The same corporation that's got a pretty well-documented history of fighting against worker unionization. Not exactly the first name that comes to mind when you think "independent journalism," right?

Enter Restart, the new kid on the block that's trying to thread a particularly tricky needle. They're claiming to be an independent gaming news site while wearing Walmart's varsity jacket. Their argument? That Walmart has no editorial control over their content, and they're just using affiliate links that point back to Walmart's store. Oh, and these links apparently generate 0% revenue - they're just there for traffic tracking purposes.

Welcome to Restart

The Independence Paradox

Here's where my eyebrows really start doing gymnastics. As someone who runs an actual independent site (hey there, 2ton family!), this whole setup feels about as independent as a puppet show. Sure, they might have editorial freedom on paper, but let's think this through:

1. You've got Walmart's name plastered all over your site
2. Your affiliate links exclusively point to Walmart
3. You can't (or not able too) link to other major gaming platforms like Steam or Epic

It's like claiming you're an independent food critic while wearing a McDonald's uniform and only reviewing items from their menu. The math just doesn't math, folks.

The Bigger Picture

This situation is actually a symptom of a much larger issue in gaming journalism. We're watching the old guard crumble in real time. IGN, GameIndustry.biz, Humble - these once-mighty pillars of gaming journalism are hemorrhaging talent faster than a speed-runner can clip through walls. The industry that once gave us deep, thoughtful coverage of gaming culture and development has been reduced to a content mill, churning out SEO-optimized listicles and rushed reviews.

Why? Because corporate consolidation is the name of the game. Companies like Ziff Davis have been gobbling up gaming sites like Pac-Man on a power pellet, and the results aren't pretty. The soul of gaming journalism - that raw, honest, passionate voice - is being drowned out by corporate interests and shareholder expectations.

A Ray of Hope?

But here's where things get interesting. Could this actually be our moment? And when I say "our," I mean the true independents - the small sites, the passionate writers, the folks who do this because they love games and gaming culture, not because some corporate spreadsheet demands it.

We're already seeing signs of life in the independent scene. Take 404 Media, for instance. While they're not strictly a gaming outlet, they're showing how independent journalism can thrive in the digital age. They're proving that you don't need corporate backing to do meaningful, impactful work.

And they're not alone. Sites like Aftermath, GamingOnLinux, and TOS.gg are carving out their own niches. We're seeing a new generation of independent voices rising from the ashes of corporate consolidation. Even here at 2TonWaffle, we're part of this movement - staying true to our values, our voice, and most importantly, our readers.

The Real Meaning of Independence

Here's the thing about being truly independent: it's not just about who signs your checks. It's about:

• Having the freedom to criticize any company, platform, or game without fear of corporate repercussion
• Being able to cover stories that matter to gamers, not just stories that drive clicks
• Maintaining transparency with your audience about your relationships and potential conflicts
• Having the ability to link to any store, platform, or service that best serves your readers

When you're backed by a corporate giant like Walmart, can you really check all these boxes? I'm not so sure.

Where Do We Go From Here?

The game industry reporting landscape might look like a wasteland right now, but I'm actually optimistic. Why? Because times of upheaval create opportunities for change. As the big corporate sites continue to lose their way (and their talent), there's more room than ever for authentic, independent voices to emerge.

To my fellow independent creators out there: keep pushing. Keep writing. Keep creating. The audience is there, and they're hungry for honest, thoughtful coverage of the medium we all love.

And to our readers: support the independents. Whether it's through Patreon, subscriptions, or just sharing articles you enjoy, your support is what keeps true independent gaming journalism alive.

The Final Word

Look, I get it. Running an independent site isn't easy. The temptation to take corporate backing must be strong, especially when times are tough. But if we're going to call ourselves independent, we need to mean it. No corporate strings, no exclusive deals, no compromises on our editorial integrity.

Because at the end of the day, that's what independence really means - the freedom to serve our readers first, not corporate interests. And that's something worth fighting for.

So, what do you think about this whole situation? Drop your thoughts in the comments below. Let's keep this conversation going, because the future of gaming journalism might just depend on it.

Stay independent, stay true, and keep gaming.

• Josh