Hookshot Launches PC-Focused Media Outlet Steam Hype

Games media publisher Hookshot has launched a new PC-focused media outlet called Steam Hype. Dedicated to what is hot and what is next on Valve's platform, the site places a heavy emphasis on human-led curation and recommendations. It is the fifth site launched by Hookshot, completing a portfolio that already includes Nintendo Life, Push Square, Pure Xbox, and the retro brand Time Extension. GamesIndustry.biz parent IGN Entertainment holds a minority stake in Hookshot through its acquisition of Gamer Network.

The launch arrives amid a broader contraction phase across the games media business. Other outlets have recently faced closures and staff cuts, but Hookshot CEO Anthony Dickens noted that being majority independently owned gives the firm room to expand. Dickens stated that the company is not beholden to shareholders and their appetite for year-on-year growth, allowing the team to adapt and continue pursuing successes even during difficult industry conditions.

Steam Hype aims to spotlight games that are interesting or deserving of player time amidst the daily avalanche of releases on Steam. The site plans to feature a monthly playlist of worthy new titles alongside a weekly list of notable updates and releases. While the primary focus remains Valve's digital platform and its expanding hardware range, the team stated that coverage could occasionally extend to other storefronts like Itch. The publication intends to lean more toward indie games and discovery rather than trying to compete directly with established giants like PC Gamer and Rock Paper Shotgun.

The new outlet will be overseen by Hookshot co-founder and editorial director Damien McFerran, with indie game writer and influencer Dominic Tarason spearheading editorial content alongside junior staff writer Noah McFerran. Funding for Steam Hype will come from advertising, with ad sales handled by IGN Entertainment, as well as a reader-funded supporter program shared across Hookshot's other properties that offers ad-free browsing.

Audience growth for the new venture will rely primarily on organic reach, leveraging Hookshot's existing websites, partners, and social media following. The company plans to cross-post relevant Steam Hype articles across its network utilizing its shared content management system. Dickens expressed hope that the new site will reach a break-even point within its first year while providing a dedicated space for players looking to discover what is currently available to play.