GameStar Tech Builds up Video Team and Plans YouTube Channel

GamesMarkt: In short: What is GameStar Tech?

GamesMarkt: In short: What is GameStar Tech?
Matthias Hohn: GameStar Tech is the newest addition to the Webedia family: a huge extension to GameStar.de created by tech enthusiasts for tech enthusiasts. While we continue to cover gaming hardware, we also focus on more generic tech such as smartphones, smart home gadgets, apps, and other topics that interest tech fans. Our unique blend of infotainment content and storytelling sets us apart. Our goal is to deliver tech-related content in a way that has never been seen before in the German market.

GameStar Tech was started in July 2022, so relatively new. Why did you start a new label dedicated to tech? What was the idea behind it?
Mirco Kämpfer: We analyzed the landscape of tech-focused websites and identified a significant opportunity for something new - a content-mix rarely seen before in the German market. This includes, for example, authentic experience reports with storytelling, classifications by experts, and entertaining experiments.
Some examples are: “We ignore the Windows warning not to switch off the PC and strange things happen”, “My best gadget for on the go only cost me 45 euros - belongs in every household” or even “I've been testing gaming monitors since 2013 - these 3 features really matter”. Through this approach, and because we sometimes don't take ourselves too seriously, we create useful and entertaining content that is close to the target group.

We also wanted to stand out with authentic, appealing images. Away from stock photos, towards self-made teaser images and self-shot product images in our hands-on articles. Also, we observed a substantial overlap between gamers, our current audience, and tech enthusiasts. For instance, many mobile gamers are also interested in related tech such as Android or iOS devices, headphones, controller attachments, or power banks. The demand for gadgets and software to facilitate remote work has surged recently due to the coronavirus pandemic. Our users already exhibited a strong technical interest. We knew that if executed correctly, we could quickly scale both our reach and sales.
However, we also recognized that not every tech enthusiast is a gamer, and vice versa. To address this and provide an exceptional user experience without diluting our 25-year-old GameStar brand, we saw the necessity for a distinct branding approach.

How big is the overlap between GameStar and GameStar Tech - in teams, topics, site integration and such?
Mirco: GameStar Editorial consists of two primary teams: Gaming and Tech. Each team operates independently, but they engage in brief consultations during daily or weekly meetings and through chat groups for focused projects like game or product launches. The GameStar Gaming editorial team covers films and series in addition to games, so the most common overlaps with the Tech editorial team occur in areas such as technical game analysis and streaming services, though these instances are relatively rare. Regarding page integration, GameStar Tech functions as a distinct component within GameStar, sharing the homepage, section overview pages (news, videos, etc.), and the forum, among other elements.
Our Affiliate team works independently and consists of marketing- and tech-experts who deliver the best possible guidance for users who want to buy new tech products.

With you, GamesStar Tech has separate two heads, an editorial one and an advertorial one. Is that division reflected in the internal team structure as well?
Matthias: We have two dedicated tech teams: the Editorial Team and the Affiliate Team. The Editorial Team focuses on news, reviews, guides, and personal, authentic expert content. Meanwhile, the Affiliate Team concentrates on buying guides, deals, advertorials, and sponsorships.

With the former question in mind: How are you handling the friction of brands and products in editorial processes like reviews while also doing advertorial and promotional deals with/for them?
Matthias: Advertorials and other promotional content are kept separate from the editorial team and its content. Our Affiliate Team, composed of skilled tech experts, handles all promotional deals.

How big did the GameStar Tech team start, how big is it now, and how much do you want it to grow from hereon out?
Matthias: Affiliate started with three editors, now we are five and at the end of 2024 we will be eight. The editorial team consisted of two editors and has now grown to eight. Over the course of the year, we want to increase it to 12 editors. Both teams would then comprise a total of 20 people.
Mirco: We also have exciting news for video enthusiasts: We will soon be launching a YouTube presence, complemented by video content on other social networks. Initially, we will hire four new team members dedicated to video content on YouTube, as we have bigger ambitions here. However, it will be a team effort to deliver more video content across platforms.

You celebrated 100 million views in twelve (out of about 22) months. I assume you started (in German) with numbers you wanted to reach. Are these 100 million inside the frame of expectations, bigger, or lower than initially assumed?
Mirco: Achieving 100 million page views for tech content across Webedia Gaming within 12 months was a target we set ourselves for the first two years, encompassing GameStar Tech and tech content from our sister sites, GamePro and MeinMMO. We achieved this goal much earlier than expected, with GameStar Tech, our largest tech asset by far, making a significant contribution.

What's next for the GameStar brand and the Tech label?
Matthias: As mentioned above, video and YouTube are extremely important and a big part of our strategy. We aim for a spot in the top 5 german tech-sites and a strong video-department will help us get there. Stay tuned as we will announce our first talent in the near future.

Mirco Kämpfer is Head of Tech & Hardware Editorial at Webedia Gaming. After an internship at IDG Germany, the previous owner of the GameStar and GamePro brands, Kämpfer joined Webedia as a trainee in 2015 and worked for the editorial team of the GamePro brand until 2018. He then worked as SEO Manager for Webedia before taking on his current position in mid-2021.

Matthias Hohn is Head of Affiliate Marketing at Webedia Germany. Hohn began his professional career as a trainee at Versicherungskammer Bayern. He joined Webedia in 2018 as Content Manager Affiliate. He was later promoted to Team Lead before taking on his current position as Head of Affiliate Marketing at the beginning of 2022.

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