Rolling Stone, the iconic music and pop culture magazine, has just announced a brave new direction: integrating a gaming vertical into their editorial process.

This decision shows an unwavering and ongoing commitment to evolving with cultural trends. Not only that, it shows the significant impact of gaming on modern entertainment and indeed, our wider society.

While there are definitely challenges in gaming presently, the overall industry has experienced exponential growth over the past decade, emerging as a dominant force in the entertainment landscape. 

With advancements in technology, the growth and consolidation of esports, and the increasing mainstream conversation around video games, gaming has transcended its niche origins to become a cultural institution. 

Rolling Stone understands the importance of this shift. This is the second time they have tried to enter the gaming space. Their previous effort, back in 2016, saw the launch of Glixel , led by John Davison. That venture didn’t quite go to plan and approximately 12 months later, all staff were laid off. 

Seven years on the demand for gaming content exists. However this time, Rolling Stone has partnered with ESL FaceIT Group 

So why now? 

By incorporating a gaming vertical in partnership with a leading, public funded backed entity,, Rolling Stone will be able to provide comprehensive coverage of the gaming world. The support from ESL FaceIT means they can cover, with confidence, a range of topics across gaming and of course, esports. It will be interesting to see how deep they go, will they focus on in-depth reviews of the latest titles or root around into the culture, technology, and its socio-economic implications of gaming. 

This move will ensure that not only do they cater to the magazine's diverse readership but it should also attract a younger audience deeply interested in the gaming. It’s a strategic expansion that positions Rolling Stone as a cultural commentator.

Moreover, this editorial expansion aligns with the magazine’s vision of being relevant. Gaming, much like music, movies, and television, has emerged as a true storytelling medium and is transcending, influencing everyday society.  By offering editorial content and insights into the world of gaming, Rolling Stone will continue a long held tradition of providing insightful analysis on cultural phenomena. 

For other publishers keen to explore a similar venture but unsure where to start, consider the following steps: Get in touch with Epic Global Agency. We can help guide you on this exciting journey.

Brand Takeaways

Cultural Relevance and Adaptation:

• Rolling Stone's integration of gaming into their editorial process underscores the importance of staying relevant with cultural trends. For brands, this move highlights the necessity of adapting to evolving consumer interests and emerging entertainment mediums.

Leveraging Partnerships:

• Partnering with ESL FaceIT Group allows Rolling Stone to confidently dive into the gaming world with expert backing. Brands should consider strategic partnerships with industry leaders to enhance credibility and content quality in new ventures.

Expanding Audience Reach:

• By incorporating gaming content, Rolling Stone aims to attract a younger, tech-savvy audience. Brands can take note of this strategy to broaden their demographic reach and engage with a diverse, younger audience base.

Embracing Growth Industries:

• The exponential growth of the gaming industry presents vast opportunities for brands to explore. Integrating gaming-related content or products can position brands at the forefront of a burgeoning market, tapping into a significant revenue stream.

Comprehensive Coverage:

• Providing in-depth and varied content—from reviews to socio-economic implications—ensures a well-rounded approach to engaging readers. Brands can benefit from offering diverse content that covers multiple facets of an industry to cater to a wide range of interests.

Storytelling and Engagement:

• Gaming, much like other entertainment mediums, is a powerful storytelling platform. Brands should harness the storytelling potential of gaming to create compelling narratives that resonate with their audience and build stronger emotional connections.

Navigating Challenges:

• Rolling Stone’s previous attempt with Glixel provides a learning opportunity. Brands should be prepared to navigate potential challenges and setbacks when entering new markets, using past experiences to inform future strategies.

Consult Expert Guidance:

• For publishers and brands looking to explore similar ventures, seeking guidance from experts like Epic Global Agency can be crucial. Professional insights and strategic advice can help navigate the complexities of entering new and dynamic markets.