Hookshot, a well‑known games‑media publisher, has unveiled Steam Hype, a fresh outlet dedicated exclusively to PC gaming. This marks the fifth property in Hookshot’s expanding portfolio, which already includes Nintendo Life, Push Square, Pure Xbox, and the retro‑focused Time Extension.
The company’s parent, IGN Entertainment—owner of GamesIndustry.biz—holds a minority interest via its acquisition of the Gamer Network network. The launch arrives just three months after Hookshot’s other recent venture, Respec, and at a time when the broader media sector, particularly games journalism, is experiencing a prolonged contraction. In recent weeks, outlets such as Paste Games have shut down, while Walmart‑backed Restart dismissed its entire editorial staff, and numerous other sites have announced rounds of layoffs.
Despite this bleak climate, Hookshot CEO James Dickens argues that the firm’s independent ownership—similar to Respec’s parent Double Black—gives it the flexibility to grow while competitors shrink. "Being majority‑independently owned means we aren’t answerable to shareholders demanding relentless year‑on‑year growth," Dickens told GamesIndustry.biz. "Even though the games‑media landscape is tightening, we can still adapt and build on our successes." Steam Hype is built around the simple mantra, "What’s Hot? & What’s Next on Steam?" Dickens explains that this translates into a heavy reliance on human‑led curation and recommendation.
"Steam sees a constant flood of releases—AAA blockbusters, indie gems, and everything in between. Our job is to highlight the titles we think deserve a player’s attention," he said. To that end, the site will publish a monthly playlist of standout new releases and a weekly roundup of notable updates and fresh drops. While the brand’s name makes clear that Steam is the primary focus—covering both games and Valve’s expanding hardware lineup—Dickens is quick to note that Steam Hype does not intend to take on established giants like PC Gamer or Rock Paper Shotgun directly.
"There’s room for a publication that leans more heavily into indie discovery and pure game‑centric coverage," he said. "PC gaming has always been a blind spot for us," Dickens admitted. "People often ask, ‘Why don’t you have a PC site?’ and now we finally have an answer. The PC ecosystem is thriving—there are more interesting games than ever, and the barriers to entry are lower than ever before." Editorial leadership will be provided by Hookshot co‑founder and editorial director Damien McFerran, with indie‑game writer and influencer Dominic Tarason—known for regular contributions to PC Gamer and Rock Paper Shotgun—heading day‑to‑day content creation.
Noah McFerran will join as a junior staff writer. Revenue will come from advertising, managed by IGN Entertainment’s sales team, and from the reader‑supported program that powers ad‑free experiences on Hookshot’s other sites.
Although Steam Hype will primarily cover Valve’s storefront, Dickens says the team is open to featuring noteworthy releases on other platforms. "We’ll occasionally dip into Itch.io when we find something truly special, but our core mission remains Steam‑centric," he noted. The site has not yet entered into any formal partnership or discussion with Valve.
Because the PC market is an open platform, the audience is less narrowly defined than for Hookshot’s console‑focused brands. Dickens believes the focus on curation will naturally bring together like‑minded gamers.
"A single Nintendo Direct can showcase a year’s worth of major releases, but the PC world hosts dozens of indie showcases each year, still only scratching the surface of Steam’s iceberg. With Steam Machines, the Steam Deck, and a massive library, the scope is broader, not fundamentally different from our console sites." The immediate priority for Steam Hype is audience growth.
Dickens expects most of that growth to be organic, driven by cross‑promotion from Hookshot’s existing sites, partner networks, and the team’s strong social‑media presence. All Hookshot properties share a common content‑management system, a strategy that proved effective when expanding the retro brand Time Extension after its 2022 launch. Despite the industry‑wide downturn, Hookshot reports solid performance, buoyed in part by the anticipated launch of the Nintendo Switch 2. "We’ve seen traffic declines across the board, but they’ve been less severe for us," Dickens said.
"Having IGN Entertainment handle the commercial side lets us concentrate on delivering quality content." Looking ahead, Dickens is optimistic about Nintendo’s future, while noting that PlayStation has faced a "somewhat odd" year, with public discourse around the brand becoming increasingly volatile. He also highlighted “really solid growth” on Pure Xbox during 2026. For Steam Hype, the short‑term goal is simply to break even within the first twelve months.
Beyond financial viability, Dickens wants the site to become a trusted badge of honor for developers and a reliable discovery point for players. "We want inclusion in the Steam Hype Playlist to be something creators strive for, and for gamers to see it as a sign that a game is worth their time," he explained.
Dickens believes there is a genuine appetite for the type of journalism Steam Hype will provide: "We’re not here to rehash the biggest trailer reveals. We’re here to tell you what’s actually available to play now and why it matters." With more than 16 years of experience running games‑media brands, the Hookshot team knows how challenging launching a new site can be, but they remain enthusiastic.
"It’s a tough environment for both media and development, but we’re in it for the long haul," Dickens concluded.