Lad mag Stuff will strip off its vidgame coverage into a new publication, Stuff Gamer, slated to appear this October.
Stuff’s vidgame writer, Simon Munk, has been named editor-in-chief of the pub, which will be sponsored in its first issue solely by Nokia’s N-Gage handheld vidgame machine. The N-Gage is taking on Nintendo in the handheld arena and is set to launch around the time the publication debuts.
Munk was part of the team that launched Dennis Publications’ genre-creating Maxim in the U.K. in 1995. Dennis later launched Stuff, which targets a slightly younger, and still overwhelmingly male, demographic, and named Munk the mag’s vidgame writer in 2000. He also writes about games for several English outlets including the Times, the Evening Standard and Gamer TV.
“The huge videogame industry has outgrown the basement and mall arcades,” Munk said. “And it has outgrown the spotty-nerd profile of existing videogame magazines. It’s high time for a magazine that doesn’t just appeal to the hardcore, but to the vast majority of regular guys who’re recreational gamers, too.”
A standalone game title will face a crowded marketplace of publications that largely survive off cheap writing talent, hardcore game fans and heavy advertising from the game industry. Tying the publication to the Stuff name may allow the title to pull in a range of consumer advertisers that largely avoid the enthusiast mags.
The vidgame business grossed an estimated $10.3 billion in the U.S. last year. Stuff, which is second behind Maxim in the laddie mag category, has a rate base of 1.2 million readers.